Consumer Behavior [MKTG. 301]

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Consumer Behavior MKTG. 301 Chapter 13
Discussion Topic MY-SPACE SOCIAL NETWORKING SITES
Chapter 13 WHICH CONCEPT EXPLAINS THE VALUE OF MY-SPACE FOR SOCIAL NETWORKING Chapter 13 WHICH CONCEPT EXPLAINS THE VALUE OF MY-SPACE FOR SOCIAL NETWORKING Chapter 13 WHICH CONCEPT EXPLAINS THE VALUE OF MY-SPACE FOR SOCIAL NETWORKING Chapter 13 WHICH CONCEPT EXPLAINS THE VALUE OF MY-SPACE FOR SOCIAL NETWORKING Chapter 13 WHICH CONCEPT EXPLAINS THE VALUE OF MY-SPACE FOR SOCIAL NETWORKING
(A) TYPE OF GROUP Primary vs. Secondary Formal vs. Informal Aspirational vs. Dissociative Physical vs. Virtual (B) INFLUENCE TYPE Normative Value-Expressive Informational (C) INFLUENCE METHOD Socialization (experience) Self-Concept (identity) Social-Compare (status) Conformity (acceptance) (D) BRAND DATA SPONSORSHIP see Table 13.1 (E) SOCIAL WOM PATTERNS Hedonic vs. Functional 2-Step vs.Multi-Step see Table 13.2
Social Networking influences many Reference Group types 1) Primary (regular networking) Secondary (infrequent access) 2) Informal most common (non-structured membership and roles), but Formal is possible (structured membership and roles) 3) Both Aspirational Dissociative reference groups exert influences on Social Networking sites 4) Social Networking sites are by definition Virtual group influences, but may coexist with physical relationships with the same reference group members. Social Networking NORMATIVE Influence includes Netiquette content rules Common rituals for prioritizing which content to view, and how to respond Complying with viewing and accessing popular sites Social Networking is definitively VALUE EXPRESSIVE because it seeks to build peer groups for open free and accepting online expression with like minded and shared attitude individuals. Social Networking exchanges information but exerts INFORMATIONAL influence primarily through individuals whose pages are dedicated to sharing documented news and reliable views in the form of blogospheres Social Networks influence through SOCIALIZATION when we learn from others in physical and digital space. Social Networks influence with SELF-CONCEPT when we primarily seek out views that reinforce ours. Social Networks may influence through SOCIAL-COMPARISON if we regard the views of those with many friends in their network as more worthy than those with fewer friends, as well as if we seek more friends and post more often than others. Social Networks often influence through CONFORMITY because of technology requirements, training, and limitations of online interaction, as well as the accepted methods that have evolved for hoe we are supposed to digitally interact Social Network reference groups in MySpace or Facebook would have moderate influence on the consumption and use of those branded services because the interaction does not occur in PUBLIC (RATHER IN private) --although some Cyber-Cafes have been designed by marketers to raise the conspicuousness of online activity. In addition, Social Networking is generally a LUXURY service -- although many instances exist when Social Networking is a NECESSITY for foreign travel and residents, for individuals who may be hearing impaired, and for groups seeking to save money versus phone charges.