Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite the rapid and widespread adoption of social media by consumers, research focused on individuals’ use thereof and its implications for organizations and society has been limited and published in scattered outlets. This has made it difficult for those trying to get either a quick introduction or an in-depth understanding of the associated issues to locate relevant scientific-based information.
The book is organized into five broad sections. The first presents a summary overview of social media, including a historical and cultural perspective. The second section is focused on social media as a modern form of word of mouth, always considered the most impactful on consumers. It also touches upon a motivational explanation for why social media has such a strong and broad appeal. Section three addresses the impact that consumers’ switch to social media as a preferred channel has had on marketers’ branding and promotional efforts, as well as the ways in which consumer involvement can be maintained through this process. Section four takes a methodological perspective on the topic of social media, assessing ways in which big data and consumer research are influenced by novel ways of gathering consumer feedback and gauging consumer sentiment. Finally, section five looks at some consumer welfare and public policy implications, including privacy and disadvantaged consumer concerns.
Consumer Psychology in a Social Media World will appeal to those who are involved in creating, managing, and evaluating products used in social media communications. As seen in recent financial and business market successes (e.g., Facebook, Twitter, LinkedIn, Instagram, Pinterest, WhatsApp, etc.), businesses focused on facilitating social media are part of the fastest growing and most valuable sector of today’s economy.
Table of Contents
List of Tables and Figures Preface Claudiu V. Dimofte, Curtis P. Haugtvedt, and Richard F. Yalch Part 1: Consumer Engagement with Social Media 1. Motivations for Consumer Engagement with Social Media Eva Buechel and Jonah Berger 2. Being a Likable Braggart: How Consumers Use Brand Mentions for Self-Presentation on Social Media Tejvir Sekhon, Barbara Bickart, Remi Trudel, and Susan Fournier 3. Resistance to Electronic Word of Mouth as a Function of the Message Source and Context Susan Powell Mantel, Maria L. Cronley, Jeffrey L. Cohen, and Frank R. Kardes 4. Now or Later: Synchrony Effects on Electronic Word-of-Mouth Content Cansu Sogut, Barbara Bickart, and Frederic Brunel 5. A Video is Worth 1000 Words: Linking Consumer Value for Opinion Seekers to Visually-Oriented eWOM Practices Andrew Smith and Martin A. Pyle 6. Consumer Behavior in the Social Media Marketplace: Platform Personality Matters Marlene Towns 7. The Effects of Goal Publicity on Goal Persistence in the Social Media World Jinfeng (Jenny) Jiao and Catherine Cole Part 2: Branding and Advertising Issues in Social Media 8. Hearing Their Voice: When Brand Co-Creation Leads to Social Brand Engagement Heather Johnson Dretsch and Amna Kirmani 9. Choose Wisely: Individual and Situational Influences on the Effectiveness of Social Media Melanie Green and Jenna Clark 10. To Forward or Not: Consumer Response to Brand Crises in the Context of Micro Blogs Richard Yalch and Xi Chen 11. To Manipulate, or not to Manipulate: The Naïve Beliefs of the Simple Application of Persuasion Techniques Sascha Langner, Steffen Schmidt, Sebastian Fritz, Nadine Hennigs, and Klaus-Peter Wiedmann Part 3: Measurement and Interpretation Issues in Social Media 12. Exploring the Motivational and Consumption Impact of Personal Analytics and Informatics Heather Honea 13. Advertising Effects in Social Media Yogesh Joshi 14. A Way with Words: Using Language for Psychological Science in the Modern Era Ryan Boyd and James Pennebaker Part 4: Public Policy Issues in Social and Digital Media 15. Marketing Unhealthy Foods to Children on Facebook: Social Policy and Public Health Concerns Jennifer Harris, Amy Heard, and Dale Kunkel 16. Online Violent Media Consumption in Adolescents: An Exploratory Study Yupin Patarapongsant and Issariya Woraphiphat 17. Current Issues and Future Challenges Related to Consumer Privacy in Social Media Curtis Haugtvedt
Claudiu V. Dimofte is Associate Professor of Marketing at San Diego State University.
Curtis P. Haugtvedt is Associate Professor of Marketing at Ohio State University.
Richard F. Yalch is Professor of Marketing at the University of Washington.