Friday Research: You Gotta Show Me And I'll Be Yours (On Social Network Only)

When Will You Use This?  

Targeting consumers on social media sites such as Twitter, Facebook, Instagram, Google+ and others, as well as on other user-reviews sites, community forums, and social mobile applications.

What’s The Red-Letter Bite Today? 

Social media has emerged as an important channel for bidirectional communication between businesses and consumers, so it is very natural for is to ask what is the relationship between a consumer’s inherent motivation to participate in public UGC (user-generated content ) activities and his purchase behavior?

Current* research investigates the relationship between a user’s online image-seeking behavior and his purchase expenditure. Researchers find that users who engage in SNS (social network sites) for image-seeking spend less and are more price sensitive. Despite this, those users spend more when exposed to site features that inspire self-presentation, like brand pages.

Addition To Your Bag of Tricks    

 

It’s important to note that image seeking users tend to spend more when they join brand pages on social media platforms but are also highly price-sensitive when compared to the more utility-driven consumers.

Therefore, you might want to choose to invest more in website that is fundamentally more attractive to image-seeking individuals. Furthermore, you can design these features into your social media network to 'catch' certain individuals and increase conversion.

*Investigating the Effects of Image-Seeking Behavior at Social Network Sites on Purchase Behavior: A Text Mining and Econometric Approach Prasanta Bhattacharya, Tuan Phan & Khim Yong Goh, National University of Singapore, February 2014 {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience with creating visually-stimulating website? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.