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The Relationship Between Consumers

   

Added on  2020-03-28

7 Pages2083 Words51 Views
Chapter one: Introduction1.1 IntroductionIt is estimated that on a daily basis in this current global world close to 100,000 tweetsare often exchanged among social media users and around 700,000 different contents shared onplatforms like facebook. There are close to 2 million questions made on Google and many videosuploaded on YouTube, approximately 4,000 photos shared on Instagram and as many as 600websites created (Boyd and Ellison, 2008). This has created a new different grid of personalconnections on social media.The relationship between consumers and the various brands of products in the market isinfluenced by the various online platforms as well as the different social networks (Schau et al.,2009). In this connective world behaviors of consumers evolve as important parts in someone’sself concept. It’s through such platforms that social identities are prominently evident.Interaction is often created by various brands which offer extensions related to identity andvalues that are symbolic to consumers by use of online presence. It’s therefore necessary toexplore whatever motivates consumers to make interactions with various brands on the marketthat are advertised through social media and other online platforms (Weber, 2009). The mostdistinct motivational factors available include conversation, entertainment, affiliations to brands,investigations and seeking of opportunities. These factors play crucial roles in ensuring fullmotivation of consumers through online platforms. There is better distribution of products by use of communities available on socialnetworks. More personal feelings gotten from a consumer are also well expressed in onlineplatforms. It’s through this platform that non customers are also reached using the enticing1

advertisements. However online marketers also have major communication challenges whichmay include, difficulties in identifying an appropriate digital word that replaces word of mouthand also it’s not easy to spot online influencers that are new in the market (Kaplan and Haenlein,2010). Through online platforms it’s easier for consumers to receive and share information withother interested consumers compared to word of mouth advertisement which does not reach awide customer base. There are two main motivations for customers to join a community ofproduct brands. These include social and self related motivations. For the self related motivation it’s inthe interest of the consumer to have an experience of enjoying and gaining knowledge on theadvertised brand but still be able to maintain their self esteem (Wuyts et al., 2010). With thesocial related motivation the consumer is at liberty to join any brand communities so as toexperience some form of affiliation and get some social status and this in return maintains his/herself esteem collectively (Smith and Zook, 2011). It’s through these social networks thatconsumers have been branded as centers for disseminating information as well as the storytellersof any brand trending on social media. They also act as brand ambassadors. Its therefore of nodoubt that social media and luxury industry go hand in hand in this global industrialization of themillennium age (Zarrella, 2010). It’s in this regard that focus is laid on the motivational factorsfor shopping online and intentions for doing purchases via social media.1.2 Research contextThis research work focuses on the role played by social media in the consumer brandrelationships in regards to the luxury industry. Out of this work the researcher seeks to find outthe effectiveness of social media being used as a vehicle for marketing commerce in thisparticular industry. Literature review is therefore focused on reviewing the role of consumers in2

today’s market, the motivational factors towards online shopping, the role of social media and italso seeks to find out the intentions of consumers in browsing for different products and whythey settle on purchasing some of the products. 1.3 Research problemSocial media plays a very crucial role in consumer brand relationships in the currentbusiness environment and especially in the luxury industry which attracts a huge number ofyouths as consumers. There is a rapid progress of social media trading but this is not being fullyutilized by business people in the luxury industry. A lot of consumer motivation is highlyinfluenced by the social media however the research on the potential of doing business on socialmedia is still scarce. This has made it difficult for the interested parties i.e. business people in theluxury industry to fully exploit the lucrative environment available on online platforms to dotheir business. There is therefore the urgent need to review the role played by consumers andblogs in online marketing as well as some of the motivational factors for their online shopping.Some of the setbacks also have to be reviewed and made available to the online business users.1.4 Research literatureIn regards to this study, the research literature will therefore focus on doing somebackground review on consumers and their role in the online business related to the luxuryindustry, an extensive understanding of various marketing and business strategies relevant toboth consumers and service/product providers. The research literature will also be focused onreviewing the online consumers and in this case the Chinese people. A review of luxury, itsmeaning and how the success of luxury impacts on the brand / consumer relations will also bemade. A review of the blog with much focus on social media will as well be dealt with. In this3

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