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Social media and consumer choice
Fred Bronner and Robert de Hoog, International Journal of Market Research, Digital First, September 2013
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision.
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision. The research focuses upon the relation between the information people search regarding aspects or properties of choice options and the types of social media used for finding it. The social media classification framework used is based on two dimensions: first, domain-specific social media versus domain-independent social media; second, large opportunities for self-disclosure versus limited or no opportunities for self-disclosure. Based on this framework, predictions are made about the relation between social media used and information sought. It was found that domain-specific social media with limited opportunities for self-disclosure, like Tripadvisor, are more frequently used for search-determined sub-decisions than for experience-determined sub-decisions. For domain-independent social media with large opportunities for self-disclosure, like Twitter and Facebook, it was found that they are used with equal frequency for both types of sub-decision. These findings are relevant for multichannel management in marketing. As regards the valence of the information obtained from different social media, we found a preponderant use of positive/mixed messages and comments, and almost no use of negative information. A practical implication of this finding is that ‘webcare’ should be focused less on complaints and more on leveraging positive aspects that are reported in social media for choices that have comparable characteristics, such as vacations. If a relatively large number of aspects play a role in a product choice process, tracking and use of positive information should be emphasised, while negative experiences should be more important for products characterised by a very limited number of relevant product choice aspects.
Holland 2.0: Assessing a social media strategy for the promotion of Holland
Marieke Politiek, Anke ten Velde and Jos Vink, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies.
In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies. Equally, researchers have been focused on the potential of social media as a new source of information to understand consumer behaviour. This has prompted the development of automated 'social media analysers' which can monitor volume, reach and sentiment of what's being said on social platforms such as Facebook, and Twitter. This paper shows that the measurement of these KPIs is not only insufficient but can lead to erroneous conclusions. Traditional analysis techniques are demonstrated as essential if meaningful and actionable conclusions are going to come from the analysis of social media content.
Exploring attractive messages in group package tour newspaper advertisements
Kuo-Ching Wang, Po-Chen Jao, Yu-Shan Lin and Ying-zhi Guo, International Journal of Advertising, Vol. 28, No. 5, 2009, pp. 843-862
The group package tour (GPT) is one of the main modes of outbound travel in many Asian countries and areas.
The group package tour (GPT) is one of the main modes of outbound travel in many Asian countries and areas. In practice, most of the travel agencies utilise the newspaper to promote their GPTs. Although prior newspaper travel advertisements provided useful information, only single or a number of advertising messages were considered. In order to fill this gap, the primary objective of this study was to find out what types of message are attractive to the customers in the GPT advertisement from a holistic perspective. Both qualitative and quantitative methods, with 400 usable samples, were conducted for data analysis. Attractive messages for three different destinations (China, Japan and Thailand) with six clusters were profiled at component level. The findings reveal that messages of appeal, text, size and format design represent over 78% of the total percentage. Further implications for designing attractive messages in terms of a destination or cluster perspective are discussed.
Welcome to Scotland
Jacqui Souter and Anna Lilleengen, ESOMAR, Qualitative Research, Barcelona, November 2005
A dual-pronged approach of qualitative and quantitative international research allowed VisitScotland to revolutionise brand positioning and consumer communications, leading to massive increased interest in Scotland as a 'must visit' destination.
A dual-pronged approach of qualitative and quantitative international research allowed VisitScotland to revolutionise brand positioning and consumer communications, leading to massive increased interest in Scotland as a 'must visit' destination. A sophisticated qualitative approach enabled exploration of current perceptions of Scotland as a holiday destination, resulting in a radical new creative strategy. The new creative was released across Europe in the summer of 2004 with a phenomenal increase in consumer interest: from 13:1 to 25:1 in Return on Investment (ROI), the key measurement for success.
Paris, Amsterdam, Edinburgh - which city will I visit next? Providing the information for European cities to further develop the demand for city tourism
Tom Costley and Lynn Jones, ESOMAR, Marketing Research, Edinburgh, September 1997
This paper sets out the process whereby an innovative, cost-effective survey method was required to address the information requirements of the Edinburgh Tourist Board regarding the market for visitors to the city.
This paper sets out the process whereby an innovative, cost-effective survey method was required to address the information requirements of the Edinburgh Tourist Board regarding the market for visitors to the city. It describes the launch of the Edinburgh Visitors' Survey and the subsequent adaptations of the methodology to meet changing needs. Finally, it sets out future plans for the expansion of the survey, including the possible application of the methodology to other European cities.
Let me show you our holiday video . . .?
Tom Costley and Chris Brock, ESOMAR, Research and Decision Making, September 1995
At the beginning of the 1990's, it was recognised that the existing information on the volume and value of tourism and the characteristics of the visitor market was inadequate as an input to the forward planning and development of tourism on Guernsey.
At the beginning of the 1990's, it was recognised that the existing information on the volume and value of tourism and the characteristics of the visitor market was inadequate as an input to the forward planning and development of tourism on Guernsey. The response was to establish a continuous survey of visitors departing from Guernsey at the end of their visit to provide this basic market information. This paper will examine, first of all, the role of this programme of market research in the development and execution of an innovative promotional campaign for the island of Guernsey The central feature of this promotional campaign was the free distribution of a twenty minutes' video to all those responding to a schedule of press advertising in the United Kingdom and also in France, Germany, the Netherlands and Switzerland.
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