Social Media & Brand Impact
Added on 2020-02-19
17 Pages4561 Words128 Views
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Running head: COMMNUNICATION RESEARCH METHODS (ALTERNATIVE THINKING)Communication Research MethodName of the StudentName of the UniversityAuthor Note
1COMMUNICATION RESEARCH METHODS (ALTERNATIVE THINKING)Table of ContentsIntroduction....................................................................................................................2Article 1..........................................................................................................................2Reference:..................................................................................................................2Article review:............................................................................................................2Alternative Methods Proposal....................................................................................4Article 2..........................................................................................................................6Reference:..................................................................................................................6Article review:............................................................................................................6Alternative Methods Proposal....................................................................................8Article 3..........................................................................................................................9Reference:..................................................................................................................9Article review:............................................................................................................9Alternative Methods Proposal..................................................................................11References:...................................................................................................................13
2COMMUNICATION RESEARCH METHODS (ALTERNATIVE THINKING)IntroductionThe aim of this report is to identify the decision-makings of a customer while buyingproducts or goods of a brand based on the research of three articles. Three articles of differentwriters have been chosen for this report as they all have researched on the reviews given bythe consumers on the internet. Various research methods have been explained along with thealternate methods that might have resulted in positive manner for the proposed agenda. Allthe research papers have certain limitations; these articles are chosen in pattern that the nextpaper cover the limitation of the first article. This resulted in better transparency for the topicand the limitations of the project.Article 1Social media and brand purchase: Quantifying the effects of exposures to earned andowned social media activities in a two-stage decision making modelReference:Xie, K. and Lee, Y.J., 2015. Social media and brand purchase: Quantifying the effectsof exposures to earned and owned social media activities in a two-stage decision makingmodel. Journal of Management Information Systems, 32(2), pp.204-238.Article review:This article presents research on the effects of the exposures to the owned and theearned activities in social media and their interaction on brand purchasing process in two-stage decision model including the amount of the products purchased offline and theirlikelihood to purchase (Lamberton& Stephen 2015). The writers of this article seek to findout the effectiveness of social media exposures forthe brands with efforts made for thepromotion (Xie& Lee 2015). Another seeking leads them towards the application ofboth the
3COMMUNICATION RESEARCH METHODS (ALTERNATIVE THINKING)likelihood towards the stage of purchasing and the amount of purchased goods or products inthe offline stage. The authors seek to find out the answer of the question ‘how channelsshouldbe optimally utilized’, as only in an extreme condition the negative moderatingeffect becauseof any type of social media activities might become substantial. In this situation, thehousehold is being exposed to large volume of any type of social media activities. It is alsorepresented as a nontrivial question or agenda of this article (Xie& Lee 2015).This could help in providing an integrated setting, in order to illustrate the relativemulti-metric marketing’s effectiveness efforts considering the social media exposuresandpromotional programs in-store based on those findings.The framework presented by theauthors was based on the long-standing Theory of Planned Behavior (TPB) (Botetzagias,Dima& Male 2015).TPB holds that people in respond to the informationsignals, proceedthrough a series of stages that are being started with knowledge-building related to thecognition or learning, and awareness to action means conation or do, and conviction.Movingforward the authors have put emphasis on the uniformed customers and resulted that inrespond to informationsignals like social media advertising the uniformed customers had toproceed through the stages of likelihood on the purchasing of products or goods andrepresented it as stage 1 ‘Being informed’. After that second stage had been proposed namely‘Purchasing’ in which the amount of products that has been purchased offline. Theinformation had been collected through tracking the levels of exposures to the owned socialmedia activities and earned social media activities through the learning and awarenesstowards the product (Xie& Lee 2015). Owned social media activities has been referred forthe manager response and the brand page newsfeeds, whereas earned social media activityhas been referred to the activities like “share”, “like”, status updates and comments on thebrand pages.Interaction between the earned and the owned activities have also been proposedin this article. The behavioral or cognitive components or behaviors have beentraced through
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