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دانلود رایکان مقاله انگلیسی ISI با موضوع بازاریابی رسانه ای دیجیتالی و اجتماعی در رفتار مشتری

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نقش بازاریابی رسانه ای دیجیتالی و اجتماعی در رفتار مشتری

عنوان انگلیسی مقاله:

The role of digital and social media marketing in consumer behavior

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Impacts of digital environments

A still-emerging theme in recent years is how digital/ social media environments impact consumer behavior [21–23]. The consequences can be thought of as environment-integral (i.e., digital environments influence behavior in those environments) or environment-incidental (i.e., digital environments influence behavior in other, unrelated environments). It is interesting to see how the various informational and social characteristics of digital/social environments, such as being exposed to other consumers’ opinions (e.g., reviews) or choices (e.g., bids in online auctions), or even just to friends’ lives through social media, can impact subsequent behaviors. For instance, with respect to environment-integral consequences, Lamberton et al. [21] and Norton et al. [22 ] considered learning from others in digital environments and identified how such observations can affect individuals’ decisions in those environments as well as the inferences they make about strangers. Adopting a different perspective, Wilcox and Stephen [23] examined an environment-incidental response with respect to how using Facebook affected self-control. They found that when exposed to closer friends on Facebook, consumers subsequently exhibited lower self-control in choices related, for example, healthy behaviors (e.g., choosing a healthier snack over an unhealthy option). This was only for people who were exposed to closer friends on Facebook, however.