The Influence of User Generated Content and Social Media - Dissertation Example

? The Interactive Consumer: The Influence of User Generated Content and Social Media on Consumer Behaviour Submission Abstract According to Laughlin and MacDonald (2010), studies on the increasing popularity of user generated content and social media have reported that not all participants in social networks are similarly influential with regard to assisting information dissemination by word-of-mouth (WOM). Scholars and researchers of consumer behaviour have determined a number of various kinds of consumers who are more expected to communicate information about a product or service, and who have a tendency as well to wield influence and pressure over other consumers. Hence, the primary research question of the current study is what is the impact of user generated content and social media networks in consumer behaviour? There are very few studies conducted on the subject, which makes the potential contribution of this study to the marketing communications literature valuable. In order to answer the aforementioned question, the researcher adopts a qualitative design, or more particularly, in-depth interviews. The sample size is small and respondents are chose purposively. The researcher takes into account not just the strong points of the qualitative research method but also its empirical, practical, theoretical and ethical limitations. Introduction The primary research question this study will attempt to answer is “What is the impact of user generated content and social media networks in consumer behaviour?” More specifically, this study will try to answer the following questions: a. Do consumers consult user generated content and social media if they are planning to buy something? b. Do consumers consult product-review websites, such as Epinions.com, on a regular basis? c. Do consumers participate in an online forum where in direct discussions about particular products or services are carried out? d. Do consumers post content about the products they bought or plan of buying, or interested in, in product-review websites? e. What are the purpose(s) of consumers in participating in user generated content and social media? f. Do user generated content and social media networks promote unregulated buying behaviour? This topic has been chosen by the researcher because of the fact that word-of-mouth communications entrenched in social media and user generated content are occupying an ever more major role in the preferences of consumers by assisting consumers in making decisions about technologically intricate products, rummage through a sudden increase in product-focused information, amass consumers’ experience and opinion, and perform it at an immensely reduced cost (Laughlin & MacDonald 2010). The emergent influence of user generated content and social media in consumer behaviour deserves scholarly attention so as to present further knowledge of a major enigma of marketing. Relation to Previous Research A number of studies, even though few, have been carried out to identify whether or not user generated content and social media influences customer behaviour and decisions, but their outcomes diverge. The study of Schlossberg (1992 as cited in Thorson & Moore 1996) reports that social media may be useful to consumers as a persuasive instrument in influencing behaviours and decisions and perhaps in building more encouraging social attitudes and actions; others report that affirmative thoughts about the social media do not automatically affect the preference and decisions of consumers. Basically, the limited number of empirical research and contradictory results make the effects of user generated content and social media difficult to quantify. Hence, an important mission is assigned for researchers to study the form of user generated content that are successful in influencing buying behaviour and decision of consumers. Brown and colleagues (2007 as cited in Laughlin & MacDonald 2010) report that contrary to conventional face-to-face social messages, consumers seem to think as though they are interrelating and being manipulated by online sites instead of actual people, when searching for online information. This shows that even though the user generated content provides a major contribution online, their effect may be a lot more interlocked with the effect of traditional social media than it is in the traditional social context. Moreover, Brown and colleagues’ discovery that online sites themselves are main players in social media poses an entire chain of issues such as the most influential online site, and the way managers determine which online sites need focus and those that can be disregarded (Laughlin & MacDonald 2010). In spite of the problems related to the study of several of these issues, the increasing influence of social media and user generated content in consumer behaviour and preference merits additional studies in order to present further knowledge in marketing communications. On another aspect, media were given a trivial role in unregulated behaviour of consumers in the past: encouraging buying preferences and decisions with promotion. LaRose (2001 as cited in LaRose & Eastin 2002) consolidated addictive, compulsive, and impulsive purchases within the paradigm of Bandura’s (1986 as cited in LaRose & Eastin 2002) social cognitive theory, claiming that they created a range of behaviour embodying differing levels of weak self-discipline. Vast numbers of consumers have an impulsive buying propensity, which is “to buy spontaneously, unreflectively, immediately, and kinetically” (LaRose & Eastin 2002, 549). For others, the want for certain products or services changes to a common want for compulsive buying, which is a “chronic, repetitive purchasing that becomes a primary response to negative events or feelings [that]... becomes very difficult to stop and ultimately results in harmful consequences (LaRose & Eastin 2002, 549).” According to Marks (1990 as cited in Wood & Solomon 2009), compulsive buying turns into a behavioural obsession as misuse becomes dependency. Proposed Methods Researchers trying to find answers to questions about subjective meaning and judgment have realised that quantitative methods are inadequate without help in clarifying the observable fact they want to examine. Consequently, qualitative design has achieved popularity as a method of investigation. Qualitative research is defined by Shank (2002 as cited in Barreda 2007) as “a form of systematic empirical inquiry into meaning (p. 24).” The author chooses to employ qualitative research in the current study because of its appropriateness with the objectives. A qualitative method suits the current study due to the following reasons: (1) sensitivity to relative variables; (2) capacity to track unforeseen behaviours and insights during the study and observe mechanisms efficiently; and (3) capability to explain social relevance or meaning and figurative domains. Qualitative method is chosen for the current study because the researcher has to be physically involved in the environment and in direct communication with the respondents. The researcher tries to obtain a holistic explanation of the influence of user generated content and social media on consumer behaviour and preferences. The researcher discards the quantitative method for this study because of the ‘external’ nature of the design. The researcher does not want to detach the issue at hand. The researcher employs an in-depth interview. This qualitative research method requires carrying out rigorous individual interviews with only a few subjects to examine their points of view on a specific condition, agenda, or insight. Interviews are normally employed to give framework to other information, providing a more comprehensive explanation of what took place in the study and why (Daymon & Holloway 2002). The researcher considers using focus group discussion but discards the option because of the individualised nature of the subject matter: consumer preference and behaviour. Because of the apparent difficulty in locating people that actually consults user generated content or social media for product reviews and other product-related information the researcher uses purposive sampling. The researcher goes to an appliance store and initially observes the comings and goings of potential customers. The researcher then chooses among them those who make a purchase. Ten respondents, five females and five males, of any age bracket, are sufficient. After choosing the respondents, the researcher talks to them, gives them every detail of the study, and asks their permission to participate in the research. After agreeing to take part in the study, the researcher asks each respondent to sign an informed consent prior to the actual interview. Reflections The major advantage of qualitative research is that it offers a comprehensive explanation of the phenomena being studied. In-depth interviews, in particular, build a more favourable environment where in to gather information. However, despite of these strengths, in-depth interview or qualitative research in general, has several empirical, practical, theoretical, and ethical limitations. Dilemmas with in-depth interviews relate to a potential discrepancy between what respondents say about themselves and what they really are, the influence of the interviewer, and the lengthy process of interviews. The heightened application of interviewing as a data gathering technique in marketing communications points to the concept of ‘the rhetoric of interviewing (Daymon & Holloway 2002, 238).’ This is similar to the idea that through interviews researcher(s) acquire complete access to deeper or more personal thoughts and feelings, and hence the inner self of their respondents. Atkinson and Silverman challenged the excessive use of the interview method and argue that it is frequently viewed plainly or crudely by researchers who interpret the statements of respondents superficially and do not deliberate or assume a systematic position (Eastin, Daugherty & Burns 2010). For instance, some respondents could deceive or exaggerate in order to raise their confidence or disguise shameful deeds, and sometimes researchers may find out inconsistencies between what respondents declare and what they really do. Due to this, it is necessary to authenticate the gathered information from interviews. This can be accomplished by cross-examining concerns or statements in similar scenarios, by consulting written proof, and also by gathering information about social interaction, relationships, and behaviour from observation. Even though interviews tender the advantage of being quite resilient, they are restrained by their lengthy and taxing nature. This is true especially to the data analysis phase (Daymon & Holloway 2002). A researcher may be quite determined and interested during the preliminary process of data collection and only finds out when s/he is engaged in transcribing and examining the amount of time and effort required by the task. The influence of the researcher or interviewer on the respondents and the interview process itself has to be taken into account. At times respondents react in specific manners to the researcher and distort their responses to satisfy or to look good, reflexively or intentionally. Due to these the researcher should establish a monitoring procedure in order for him/her to identify the interviewer influence and reduce it (Daymon & Holloway 2002). This implies more frequent encounters with the respondents for confidence or trust to emerge. Researchers are also prone to react to the statements they get from an interview, and their reactions or opinions will be dissimilar from those of respondents. This is due to the fact that within the structure of the research, the researcher and the respondent have distinct concerns. This should be acknowledged so that points of view of respondents and researcher(s) can be explained accurate in the final research write up. Conclusions Through the Information Superhighway, organisations, especially profit-related ones, offer information about products and services to draw the attention of consumers and stimulate their want to buy. It is anticipated to persuade consumers to buy or avail the service to satisfy their wants immediately, and increase profit for businesses. Dissimilar from other forms of medium, the specific characteristics of user generated content and social media demand particular focus on marketing techniques for its importance and its effect on consumers. The next logical step for this study is a comprehensive review of the social psychology of consumer behaviours and preferences. The analysis should show that individuals will develop feeling, idea, and confidence by action and contemplation, which will affect their buying preferences and behaviours. The feeling developed in the individual will affect his/her behavioural choice. This issue can be studied in the context of retailing. For instance, Hansen and Deutscher (1977 as cited in Chen & Lee 2005) studied the effect of Internet on consumer preference and behaviour, and introduced numerous aspects of the Internet. For the online marketer/seller, the Internet is his/her shop, and perhaps credible product-related information has a major impact on consumer behaviour. Timetable Task Required Time for Completion Topic approval Approx. 1 week Writing the Introduction Approx 3 days Gathering of References/ Information Sorting and Organizing Approx 1 week Writing the Literature Review Approx 1 ? weeks Preparation of the Materials Needed for the In-Depth Interviews (e.g. papers, pencils, tape recorder, etc.) Approx 1 day Actual Data Collection (Preliminary Interview) Approximately 4 week Cross-examination of responses for validity Approximately 2 weeks Data Analysis and Interpretation Approximately 1 week Writing the Last Sections (Conclusions, Recommendations, etc.) Approximately 1 week Submission of the Final Write up Approximately 3-5 days References Bagozzi, P., Gurhan-Canli, Z. & Priester, J.R. (2002) The Social Psychology of Consumer Behaviour. Philadelphia: Open University Press. Barreda, G.J. (2007) Exploring the experiences of youth in a development program with integrated physical activity in Costa Rica. Canada: Library and Archives Canada. Chen, W. & Lee, C. (2005) “The Impact of Web Site Image and Consumer Personality on Consumer Behaviour” International Journal of Management 22(3), 484+ Clarke, D.B. (2003) The Consumer Society and the Postmodern City. London: Routledge. Daymon, C. & Holloway, I. (2002) Qualitative Research Methods in Public Relations and Marketing Communications. London: Routledge. Eastin, M., Daugherty, T. & Burns, N. (2010) Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. New York: IGI Global Snippet. Fraser, M. & Dutta, S. (2008) Throwing Sheep in the Boardroom: How Online Social Networking Will Transform Your Life, Work and World. UK: Wiley. Friedman, M. (1999) Consumer Boycotts: Effecting Change through the Marketplace and the Media. New York: Routledge. Hoyer, W.D. & MacInnis, D. (2008) Consumer Behaviour. Mason, OH: South-Western College Publication. Kim, Y., Park, J., & Kim, Y. (2001) “Impact of Social Advertising Claims on Consumer Response: Implications for Apparel Companies” Journal of Family and Consumer Sciences 93(5), 41+ Lantos, G.P. (2010) Consumer Behaviour in Action: Real-Life Applications for Marketing Managers. New York: M.E. Sharpe Inc. LaRose, R. & Eastin, M.S. (2002) “Is Online Buying out of Control? Electronic Commerce and Consumer Self-Regulation” Journal of Broadcasting & Electronic Media 46(4), 549+ Laughlin, J.D. & MacDonald, J.B. (2010) “Identifying Market Mavens Online by their Social Behaviours in Community-Generated Media” Academy of Marketing Studies Journal 14(1), 55+ Lovett, J. (2011) Social Media Metrics Secret. Indianapolis, IN: Wiley. Nabi, R. & Oliver, M. (2009) The SAGE Handbook of Media Processes and Effects. Thousand Oaks, CA: Sage Publications. Perse, E.M. (2001) Media Effects and Society. Mahwah, NJ: Lawrence Erlbaum Associates. Powell, G. & Groves, S. (2011) ROI of Social Media: How to Improve the Return on Your Social Marketing Investment. UK: Wiley. Thorson, E. & Moore, J. (1996) Integrated Communication: Synergy of Persuasive Voices. UK: Psychology Press. Vianello, S. (2010) Online Consumer Behaviour in Social Media. New York: Lambert Academic Publishing. Wood, N. & Solomon, M. (2009) Virtual Social Identity and Consumer Behaviour. Armonk, NY: M.E. Sharpe. Appendix In-Depth Interview Questions: (1) Do you consult user generated content and social media if you are planning to buy something? Why or why not? (2) Do you consult product-review websites regularly? (3) Do you take part in an online forum where in indirect discussions of products or services are carried out? (4) Do you post content about the products you have bought or plan of buying, or interested in, in product-review websites? (5) What is the purpose of your participation in user generated content and social media? (6) Do you find yourself buying a product because of persuasive product-related information accessible online? IDIs in depth Read More