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Consumer Behaviour

Facebook segmentation and engagement

Consumer Behaviour Engagement Marketing Social Media
August 9, 2016

This week’s blog article is based upon the Hodis et al. (2015) article “Interact with me on my terms: a four segment Facebook engagement framework for marketers”. The paper covers off some great research about why segmentation is so important for Facebook engagement and identifies four clear segments for consideration. Attention seekers – users looking for admiration and appreciation (low levels of consumption and high levels of creation) Entertainment chasers -people trying to escape boredom (consuming small bursts of entertaining…

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Burgers, Coke and the Black Death

Consumer Behaviour Marketing Social Media Viral Marketing
August 3, 2016

This week’s topic is viral marketing. To get your head around this subject there is a great academic paper which provides some insight in to this exciting area of Social Media Marketing. Kaplan and Haenlein’s paper, “two hearts in three-quarter time: How to waltz the social media/viral marketing dance” is an extremely thought provoking must-read. The authors work their way through the mine field of viral marketing with some great examples of campaigns that went really well (Diet Coke /…

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Social Media and Consumer Behaviour

Consumer Behaviour Marketing Social Media
July 29, 2016

This week I had the opportunity to review the latest Sensis Social Media Report and it made for some fascinating reading. The report contains some great statistics and trends on consumer and business engagement with social media, such as, the proportion of businesses with a social media presence, what type of devices people use to access social media, which social networking platforms are being used (or not) and what level businesses are investing in their social media presence. The report…

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