Understanding the Psychology of New Media Audiences From a Marketing Perspective

2019 ◽  
pp. 112-124
Author(s):  
Amit Nagpal
Keyword(s):  
New Media ◽  
Social Comparison ◽  
Social Networking Sites ◽  
Network Marketing ◽  
Media Audiences ◽  
Online Audiences ◽  
Human Tendency ◽  
And Behavior ◽  
Marketing Actions ◽  
The Impact

Do new media/online audiences have similar psychology and behavior as offline audiences or is it different? If yes, why is the psychology and behavior of new media audience different from traditional media? Why do marketers need to understand new media user psychology to be effective? Let us look at some of the aspects of psychology of new media users and corresponding actions which marketers need to take. For example, in the case of increased tendency for social comparison, consumer behavior-social media has increased the human tendency for social comparison. It is easier to compare lifestyles on Facebook and Instagram, for example, and the users may also seek reassurance from other users. The impact of such comparison on social networking sites is likely to have primary influence of first degree network and secondary influence of second degree network. Marketing actions-advertisements and content can be created keeping in mind the human tendency for social comparison.

Internet Affordances and Teens' Social Communication

2010 ◽  
pp. 14-28 ◽  
Author(s):  
Gustavo S. Mesch
Keyword(s):  
New Media ◽  
Social Communication ◽  
Social Networking Sites ◽  
Electronic Mail ◽  
Young Generation ◽  
Daily Lives ◽  
Type Size ◽  
Instant Messenger ◽  
Social Applications ◽  
The Impact

As the Internet has been adopted and integrated in the daily lives of an increasing number of young adolescents in western countries, scholars and commentators are debating and speculating on the impact of these new media on the activities, social relationships and worldview of the young generation. The communication environment has become more and more complex, as youth combine the use of electronic mail, open forums, chat rooms, instant messenger and social networking sites. In this chapter the author argues that the use of different social applications, partially define the structure and content of social communication and association. In this chapter the author reviews the literature on the motivations for the use of each social application and the impact of the use on the type, size and quality of social ties that are maintained and created.

scholarly journals The Impact of Online Information Chaos on the Credibility of Social Networks: A field Study on a Sample of the public of Social Network: تأثير فوضى المعلومات الإلكترونية على مصداقية شبكات التواصل الاجتماعي - دراسة ميدانية على عينة من جمهور شبكات التواصل الاجتماعي-

2019 ◽  
Vol 3 (1) ◽  
Author(s):  
Amira Ahmed Suleiman
Keyword(s):  
Social Networks ◽  
New Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Public Confidence ◽  
Online Information ◽  
The Public ◽  
The Social ◽  
Lack Of Control ◽  
The Impact

The study seeks to study the chaos of information on social networks, their impact on the credibility of these networks, the identification of forms of information chaos in the social networks, the degree of public confidence in the information they deal with, their sense of information chaos, Through social networking sites. The study was conducted on (378) individual subscribers of different social networks, "Facebook and LinkedIn and Twitter."  Results: One of the most important findings of the study is that more than half of the sample of the study feel the chaos of information on social networks, due to the large number of accounts on the networks and the increase of anonymous information, as well as the lack of control over the information published on those networks. There are also many forms of information chaos on social networks: anonymous information, privacy violations, infringement of intellectual property rights and rights of publishers, the proliferation of counterfeit and contradictory information, the manufacture and dissemination of viruses, breaches and disruption of devices, and multiple personal or institutional accounts. The researcher recommends the need to pay attention to the enactment of media legislation and laws related to the new media environment for social networking sites to reduce the chaos of information and privacy protection, and to raise awareness of the importance of social networking sites and the Publishing Standards through courses and workshops to reduce the chaos.

scholarly journals Second Screen Phenomena and News Consumption in Pakistan

2020 ◽  
Vol Volume 4 (Issue 3) ◽  
pp. 63-88
Author(s):  
Faiza Batool ◽  
Dr. Najma Sadiqa ◽  
Dr. Ume Laila
Keyword(s):  
New Media ◽  
Online Survey ◽  
Strong Predictor ◽  
Snowball Sampling ◽  
Media Audiences ◽  
Post Exposure ◽  
News Consumption ◽  
Second Screen ◽  
Contemporary Media ◽  
The Impact

The second screen phenomenon is a hybrid media process referring to the complementary and simultaneous use of television and a second web-connected screen for media consumption. The present study examined the impact of demographic characteristics (i.e. gender, age, education, and income) on audience activity for second screen news consumption in Pakistan. An online survey based on snowball sampling was conducted from 400 respondents. The results showed that gender only plays a role in usage during post exposure. The age was comparatively a strong predictor of audience activity. It has a positive relationship with involvement during exposure and usage during post exposure phase of second screen news consumption. Our study contributes to the existing literature by identifying the predictors for changing news consumption patterns in the new media eco-system and helps in a better understanding of contemporary media audiences.

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

The Role of New Media in Contemporary Entertainment Culture

2017 ◽  
pp. 1222-1238
Author(s):  
Ozgur Akgun
Keyword(s):  
New Media ◽  
Social Networking Sites ◽  
Popular Literature ◽  
Online Retail ◽  
Media Technologies ◽  
Everyday Lives ◽  
The Impact ◽  
Entertainment Culture ◽  
New Media Technologies

New media technologies have become an important part of our everyday lives and are predominantly shaping our perceptions. Increased usage of Internet has changed every aspect of our everyday lives. Other new media technologies make the impact of this change even more intense. This chapter provides a review of the academic and popular literature on the relationship between new media and contemporary entertainment practices. It investigates the new tools and ways (such as social networking sites, online retail environments, and online video streaming options) utilized to communicate and entertain. These environments are dynamic, intercultural, and allow for instant information sharing. This chapter focuses on how these environments are alternative to traditional communication contexts and how the new media shapes the entertainment culture.

The Role of New Media in Contemporary Entertainment Culture

2014 ◽  
pp. 542-557
Author(s):  
Ozgur Akgun
Keyword(s):  
New Media ◽  
Social Networking Sites ◽  
Popular Literature ◽  
Online Retail ◽  
Media Technologies ◽  
Everyday Lives ◽  
The Impact ◽  
Entertainment Culture ◽  
New Media Technologies

New media technologies have become an important part of our everyday lives and are predominantly shaping our perceptions. Increased usage of Internet has changed every aspect of our everyday lives. Other new media technologies make the impact of this change even more intense. This chapter provides a review of the academic and popular literature on the relationship between new media and contemporary entertainment practices. It investigates the new tools and ways (such as social networking sites, online retail environments, and online video streaming options) utilized to communicate and entertain. These environments are dynamic, intercultural, and allow for instant information sharing. This chapter focuses on how these environments are alternative to traditional communication contexts and how the new media shapes the entertainment culture.

scholarly journals Understanding the Behavioral Consequences of Upward Social Comparison on Social Networking Sites: The Mediating Role of Emotions

2021 ◽  
Vol 13 (11) ◽  
pp. 5781
Author(s):  
Jaeyoung Park ◽  
Beomsoo Kim ◽  
Sunhee Park
Keyword(s):  
Social Networking ◽  
Social Comparison ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Well Being ◽  
Equation Modeling ◽  
Behavioral Consequences ◽  
Underlying Mechanisms ◽  
Upward Social Comparison ◽  
The Impact

With the increase in upward social comparison occurring on social networking sites (SNSs) globally, SNS researchers have examined the impact of upward social comparison. However, they focused mainly on psychological outcomes (e.g., well-being). To extend the existing studies, this study investigates the behavioral consequences of upward social comparison through the underlying mechanisms of emotions. Drawing on Smith’s typology of social comparison-based emotions, we developed a conceptual model that integrates upward social comparison on Instagram, upward comparison emotions (upward contrastive emotions and upward assimilative emotions), and the behavioral responses (SNS discontinuance, posting of comments). A structural equation modeling analysis revealed that upward social comparison in Instagram usage provoked upward contrastive emotions including anger, depression, and envy, which, in turn, induced Instagram discontinuance and the posting of malicious comments on Instagram. Additionally, upward assimilative emotions including admiration, optimism, and inspiration triggered the posting of favorable comments on Instagram. This study enhances our understanding of SNS social comparison by revealing how upward social comparison on Instagram is related to behavioral consequences.

scholarly journals SPONTANICZNOŚĆ CZY ODGÓRNE STEROWANIE? FUNKCJONOWANIE ZJAWISK SPOŁECZNYCH POWIĄZANYCH Z KULTURĄ MASOWĄ NA PRZYKŁADZIE FANDOMU GWIEZDNYCH WOJEN

2019 ◽  
Vol 1 (7) ◽  
pp. 37-50
Author(s):  
Wiktor WERNER ◽  
Adrian TRZOSS
Keyword(s):  
Mass Media ◽  
New Media ◽  
Mass Culture ◽  
Social Networking Sites ◽  
Qualitative Data ◽  
Large Mass ◽  
Media Industry ◽  
Modern Methods ◽  
The Impact ◽  
Media Corporations

The article is devoted to the issue of the impact of the new media on the mass culture. Authors have explored community portals using modern methods of quantitative and qualitative data analysis. The results show that belief in the more democratic, egalitarian character of the new media compared to the traditional corporate model of the mass-media industry may be a delusion as large mass media corporations have also had a great impact on the functioning of social networking sites.

scholarly journals Cross-National Similarities and Differences between Legacy and Digital-Born News Media Audiences

2020 ◽  
Vol 8 (2) ◽  
pp. 16-27 ◽  
Author(s):  
Alfonso Vara-Miguel
Keyword(s):  
New Media ◽  
News Media ◽  
Business Models ◽  
Online News ◽  
Media Audiences ◽  
Level Of Education ◽  
Online Audiences ◽  
Similarities And Differences ◽  
Digital Disruption ◽  
Cross National

The decline of the news business model for print newspapers in many Western countries and the digital disruption caused by the Internet have influenced the rise of digital-born news media. These new media are different from legacy brands in terms of business models, distribution strategies, corporate organisation, and editorial priorities. It would be expected that the different nature of both legacy and digital-born news media has driven to two types of significantly different audiences. This article aims to analyse whether there are significant differences between the users of these two types of media, by comparing the online audiences of five European countries’ (United Kingdom, Germany, France, Spain, and Italy) legacy and digital-born media brands in 2015 and 2019. The article will focus on four aspects: demographic and socioeconomics profiles (sex, age, income and level of education); interest in news; payment for online news; and media trust.

scholarly journals Development of Online Marketing During Coronavirus Epidemic

2020 ◽  
Vol 218 ◽  
pp. 01020
Author(s):  
Zhichun Yang
Keyword(s):  
New Media ◽  
World Economy ◽  
Online Marketing ◽  
Network Marketing ◽  
Marketing Model ◽  
Wide Range ◽  
Internet Economy ◽  
Huge Impact ◽  
The Impact ◽  
E Mail

At the beginning of 2020, the new coronavirus epidemic broke out globally. This epidemic has a serious impact on the country’s economy, with a huge impact, a wide range and a deep degree. The epidemic has spread to a large extent and has brought serious harm to the world economy. But if we look at the impact of the epidemic on the national economy dialectically, opportunities and challenges should coexist. This article analyzes the opportunities and challenges faced by the Internet economy during the epidemic and the development of China’s online marketing model during the epidemic. The combination of traditional business and emerging business is the focus of online marketing development. Through new media and big data analysis, the new online marketing model is no longer a simple e-mail advertisement and information on both sides of the article. The new network marketing model will become an important part of the economy in the post-epidemic era.

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