Antecedent Factors in Adolescents Consumer Socialization Process Through Social Media

2020 ◽  
pp. 191-208
Author(s):  
Aarthy Chellasamy ◽  
Jessy Nair
Keyword(s):  
Social Media ◽  
Consumer Socialization ◽  
Socialization Process

Consumer Socialization Process for the Highly Connected Customers

2020 ◽  
pp. 1-19
Author(s):  
Ree C. Ho ◽  
Teck Choon Teo
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Shopping Behavior ◽  
Customer Engagement ◽  
Purchase Decision ◽  
Consumer Socialization ◽  
Socialization Process ◽  
Brand Engagement ◽  
Engagement Strategies ◽  
Media Applications

Over the past two decades, social media has developed exponentially and significantly changed the customers' shopping behavior. Social media apps enable customers to interact with retailers and other customers closely, and influences their purchase decision. Hence, it is small wonder that businesses are investing time and resources to promote their products and brand image on social media applications. Instagram is best known for its enriched visual features in both image and footage and suitable for developing strong brand engagement. It is a viable platform for businesses to promote their products to customers. This chapter proposes a framework of product learning process with the use of Instagram. It contributes in effective management of social media marketing and provides marketers with the guidelines in using Instagram creatively to roll out customer engagement strategies.

Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahasweta Saha ◽  
Sangeeta Sahney
Keyword(s):  
Social Media ◽  
Information Search ◽  
Online Shopping ◽  
Consumer Socialization ◽  
Media Communication ◽  
Content Type ◽  
Shopping Experience ◽  
Socialization Agents ◽  
Social Media Communication

PurposeThe purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.Design/methodology/approachThis study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.FindingsThe findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.Originality/valueThe findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.

Customer Knowledge Management via Social Media: A Case Study of an Indian Retailer

2017 ◽  
Vol 24 (1) ◽  
pp. 39-55 ◽  
Author(s):  
Arunima Kambikanon Valacherry ◽  
Pakkeerappagari Pakkeerappa
Keyword(s):  
Social Media ◽  
Knowledge Management ◽  
Computer Mediated Communication ◽  
Customer Relationship ◽  
Mediated Communication ◽  
Socialization Process ◽  
Customer Knowledge ◽  
Customer Knowledge Management ◽  
Computer Mediated

The socialization process in knowledge management (KM) has been in discussion for more than a decade, and most research has focused on socialization among employees in developing organizational knowledge. But this article tries to explore the socialization aspect in customer knowledge management (CKM) in a customer-centric industry, retail using social media. The case study of a leading Indian retailer is implemented using netnography, a research technique that draws data from computer-mediated communication channels. The communications of the retailer to and from customers through Facebook, Twitter and Foursquare are collected, codified and analysed. The findings explored the customer knowledge gaps (CKG) in the social media interactions, based on which a CKG model was developed. The study gives a new insight for retailers which can be used to evaluate their strategies using customer knowledge from social media apart from customer relationship management (CRM) and personal interactions. The information that customers share via social media is substantial and important for organizations like retailers, and it is high time to appropriately value this customer knowledge as it can be effectively used for enhancing future marketing strategies.

scholarly journals THE ROLE OF POLITICAL SOCIALIZATION ON FACEBOOK AMONG MALAYSIAN CHINESE

2021 ◽  
Vol 3 (9) ◽  
pp. 01-08
Author(s):  
Edwin Michael ◽  
Yee Mun Chin
Keyword(s):  
Social Media ◽  
Political Socialization ◽  
The Internet ◽  
Constructivist Approach ◽  
Political Opportunity ◽  
Socialization Process ◽  
Interesting Discussion ◽  
Dominant Coalition ◽  
Malaysian Chinese

The Barisan Nasional (BN), Malaysia's dominant coalition party that has ruled since 1957, lost the 14th general election. Various analyses were conducted, and many discussions centred on Chinese voters who had switched to opposition, Pakatan Harapan, and rejected BN entirely. This situation raises an interesting discussion about what prompted Chinese voters to make drastic changes in this ethnic-based country's politics. This study, therefore, focuses on whether political socialization in social media will build a political opportunity for Malaysian Chinese. In investigating how social media propaganda can provide Malaysian Chinese a political viewpoint, these studies argue that the internet and social media have led to unparalleled complexity in Malaysia's political socialization process. A bottom-up, constructivist approach is used to decide how social media played their position as Malaysian political socializers.

scholarly journals SOSIALISASI PEREMPUAN SEBAGAI AGEN PEDULI LINGKUNGAN KEPADA GOW SEMARANG

2020 ◽  
Vol 4 (1) ◽  
pp. 47-55
Author(s):  
Rustina Untari ◽  
Dhiyan Khrisna Wardhani ◽  
Mellia Harumi ◽  
Kezia Yemima Aprilia
Keyword(s):  
Social Media ◽  
Participatory Approach ◽  
Socialization Process ◽  
Environmental Preservation ◽  
Environmental Care ◽  
Catholic University ◽  
Original Group ◽  
Agents Of Change ◽  
Gender Power ◽  
Positive Results

One of the parties who have great potential in environmental preservation efforts are women. Globally women provide a life for their families and at the same time manage the environment. However, due to gender power relations, their knowledge is often ignored, and they are not counted as agents of change. The Center for Women's Studies at Soegijapranata Catholic University seeks to improve the ability of women in terms of environmental preservation by organizing socialization of women as agents of environmental care to the Women's Organizations Association in Semarang City. The socialization was conducted with a participatory approach in which the participants are active in training and then also active in the development of eco-print products and efforts to disseminate environmental awareness. These outreach activities produce positive results that women have great potential as agents of change in the environmental care movement. in terms of the socialization process, in order to run well, the women's groups must have the potential to disseminate the results of socialization. The criteria for the women's group is to be able to represent the original group so that it can become the next media for socialization and be active on social media that is popular in the community, namely Instagram. Furthermore, this activity also found that training media as a means of socialization must be interesting, that is, easily made (done) by the trainees, the results are good so it is interesting to be seen and imitated by other parties, easy for replication, even trainees can immediately become trainers for other party.

scholarly journals Gender and Socioeconomic Class Differences in Susceptibility to Interpersonal Influence

2020 ◽  
Vol 8 (5) ◽  
pp. 1827-1832
Keyword(s):  
Interpersonal Influence ◽  
Consumer Socialization ◽  
Socialization Process ◽  
Socioeconomic Class ◽  
Personal Traits ◽  
Class Differences ◽  
Social Structural ◽  
Susceptibility To Interpersonal Influence ◽  
Structural Variables ◽  
Research Findings

Susceptibility to interpersonal influence is a behavioral outcome of the consumer socialization process and can affect the consumers’ purchasing decision-making process and buying behavior. There are three main antecedents to interpersonal influence on susceptibility, namely personal traits, age, and social structural variables. Factors like gender, socioeconomic class, family size, and race are considered social structural variables. This research was conducted to investigate the social structural (gender and socioeconomic class) differences in the levels of susceptibility to interpersonal influence of the population of India. The data was collected through a set of online questionnaires. The research findings indicate that there is no gender or socioeconomic class differences in the levels of susceptibility to interpersonal influence. However, when assessing each dimension of the scale separately, it was found that males are more susceptible to normative interpersonal influence than females.

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