Consumer Behavior 101: Digital Consumer Behavior - Social Media Consumer Behavior Social Commerce Influencers UGC

What It Is

Social media and consumer behavior is the study of how social media platforms influence consumer attitudes, preferences, and purchasing decisions. A canonical example is the Influencer Marketing campaign by Sephora, where they partnered with popular beauty influencers to promote their products and services. This matters for understanding consumers because social media has become a crucial channel for product discovery and brand engagement, and marketers need to understand how to effectively leverage influencers and user-generated content (UGC) to reach their target audience.

Key Terms & Concepts

• Social Commerce: The integration of e-commerce functionality into social media platforms, allowing users to purchase products directly from social media.
  • Example: Facebook's "Shop Now" feature, which enables users to purchase products from businesses directly within the platform.
• Influencer Marketing: The practice of partnering with social media influencers to promote products or services to their followers.
  • Example: Kylie Cosmetics' partnership with Kylie Jenner, where she promotes their products to her millions of followers on Instagram.
• User-Generated Content (UGC): Content created and shared by consumers about a brand or product.
  • Example: The #MyNikeStory campaign, where Nike encourages customers to share their own stories and photos with Nike products.
• Social Identity Theory: A theory that explains how individuals derive a sense of identity and belonging from the groups they belong to.
  • Example: A study by Facebook found that users who joined groups related to their interests were more likely to engage with the platform and share content.
• Social Learning Theory: A theory that explains how individuals learn new behaviors by observing and imitating others.
  • Example: A study by Bandura (1977) found that children who observed a model performing a behavior were more likely to imitate it.
• Self-Presentation Theory: A theory that explains how individuals present themselves to others through social media.
  • Example: A study by Goffman (1959) found that individuals present themselves in a way that is consistent with their social identity.
• Social Exchange Theory: A theory that explains how individuals evaluate the costs and benefits of social interactions.
  • Example: A study by Emerson (1976) found that individuals are more likely to engage in social interactions if they perceive a positive outcome.
• Social Influence: The process by which individuals are influenced by others to change their attitudes or behaviors.
  • Example: A study by Cialdini (2009) found that individuals are more likely to engage in a behavior if they are told that others are doing it.
• Social Norms: The unwritten rules that govern behavior within a group or society.
  • Example: A study by Cialdini (2009) found that individuals are more likely to engage in a behavior if they perceive it as being in line with social norms.
• Social Media Addiction: The excessive use of social media, which can have negative consequences for mental and physical health.
  • Example: A study by Kuss and Griffiths (2011) found that individuals who were addicted to social media experienced increased symptoms of depression and anxiety.
• Social Media Anxiety: The anxiety or stress experienced by individuals when they are unable to access social media or are concerned about their online reputation.
  • Example: A study by Best et al. (2014) found that individuals who experienced social media anxiety were more likely to engage in avoidance behaviors.
• Social Media Engagement: The level of interaction and participation that individuals have with social media platforms.
  • Example: A study by Kaplan and Haenlein (2010) found that individuals who engaged more with social media platforms were more likely to experience positive outcomes.

Common Misunderstandings

• Misunderstanding: Social media is just a platform for entertainment and socializing.
• Correction: Social media is a crucial channel for product discovery, brand engagement, and customer service, and marketers need to understand how to effectively leverage it to reach their target audience.
• Misunderstanding: Influencer marketing is just about paying influencers to promote products.
• Correction: Influencer marketing is a strategic partnership between brands and influencers to promote products or services to their followers, and it requires careful planning and execution to be effective.
• Misunderstanding: UGC is just about collecting customer reviews and testimonials.
• Correction: UGC is a broader concept that includes any content created and shared by consumers about a brand or product, and it can take many forms, including photos, videos, and written reviews.

Quick Application / Identification

Scenario: A fashion brand wants to increase engagement on their social media platforms. They decide to partner with a popular fashion influencer to promote their products. Which concept is the brand using to increase engagement?

Answer: Influencer Marketing. Explanation: The brand is using influencer marketing to leverage the influencer's followers and increase engagement on their social media platforms.

Scenario: A consumer shares a photo of themselves wearing a brand's product on social media. Which concept is the consumer demonstrating?

Answer: User-Generated Content (UGC). Explanation: The consumer is creating and sharing content about the brand's product, which is a key aspect of UGC.

Scenario: A brand wants to understand how their customers perceive their brand on social media. Which concept is the brand using to understand customer perceptions?

Answer: Social Identity Theory. Explanation: The brand is using social identity theory to understand how customers derive a sense of identity and belonging from the brand and its products.

Last-Minute Revision

• Social Commerce: The integration of e-commerce functionality into social media platforms.
• Influencer Marketing: The practice of partnering with social media influencers to promote products or services.
• User-Generated Content (UGC): Content created and shared by consumers about a brand or product.
• Social Identity Theory: A theory that explains how individuals derive a sense of identity and belonging from the groups they belong to.
• Social Learning Theory: A theory that explains how individuals learn new behaviors by observing and imitating others.
• Self-Presentation Theory: A theory that explains how individuals present themselves to others through social media.
• Social Exchange Theory: A theory that explains how individuals evaluate the costs and benefits of social interactions.
• Social Influence: The process by which individuals are influenced by others to change their attitudes or behaviors.
• Social Norms: The unwritten rules that govern behavior within a group or society.
• Social Media Addiction: The excessive use of social media, which can have negative consequences for mental and physical health.
• Social Media Anxiety: The anxiety or stress experienced by individuals when they are unable to access social media or are concerned about their online reputation.
• Social Media Engagement: The level of interaction and participation that individuals have with social media platforms.
• Bandura (1977): A study by Bandura found that children who observed a model performing a behavior were more likely to imitate it.
• Goffman (1959): A study by Goffman found that individuals present themselves in a way that is consistent with their social identity.
• Emerson (1976): A study by Emerson found that individuals are more likely to engage in social interactions if they perceive a positive outcome.
• Cialdini (2009): A study by Cialdini found that individuals are more likely to engage in a behavior if they are told that others are doing it.
• Kuss and Griffiths (2011): A study by Kuss and Griffiths found that individuals who were addicted to social media experienced increased symptoms of depression and anxiety.
• Best et al. (2014): A study by Best et al. found that individuals who experienced social media anxiety were more likely to engage in avoidance behaviors.
• Kaplan and Haenlein (2010): A study by Kaplan and Haenlein found that individuals who engaged more with social media platforms were more likely to experience positive outcomes.