#凯发电游分享#【社交媒体的使用与网购行为的关系】

#凯发电游分享#【社交媒体的使用与网购行为的关系】1、社交媒体上商品品牌的提示会带来用户更多的参与,没有相应的品牌营销用户不会自主发布有关品牌的内容;2、在社交媒体参与营销活动的用户,其购买行为在营销活动期间和之后显著增加;3、参与发布相关营销内容的越多,自己购买的也越多;4、价格优惠是营销中的一张王牌。

The effects of SOCIAL MEDIA ENGAGEMENT on purchase behaviors

Co-creating benefits in social media contests and its effects on purchase behaviors Edward C. Malthouse, Mark Vandenbosch and Su Jung Kim

THE PROJECT The challenge of understanding an individual’s social media engagement with a brand/enterprise, and their subsequent purchase behavior has been elusive to prove due to a limitation in data sets. This study, uniquely, enabled us to link these two sets of behaviors. The data came from Canadian Air Miles Reward Program (Air Miles) a large coalition loyalty program which is owned and run by Loyalty One, a division of Alliance Data. The program was launched in Canada in 1992 and 67 percent of Canadian households participate. When consumers make purchases at participating partner companies – which includes more than 100 companies in practically every consumer goods category – they earn points called “Air Miles.” Air Miles can then be redeemed for merchandise, gift cards, travel or other items from participating partners, and even beyond. Air Miles hosted a members-only community site enabling Air Miles card holders to login to post or view others posts regarding the program. In this way, social media posts were able to be associated with a member’s point accumulation and point redemption behaviors. The social media forum was created in 2009. This study analyzes the effect of user-generated content (UGC) that overwhelmingly reflect responses to prompts from Air Miles, such as contests hosted by Air Miles, and communicated to all Air Miles members, and posted on the Air Miles social media site. For the purposes of this analysis, point accumulation is a proxy for purchase behaviors. Contests which reward consumers for developing original content are becoming more popular, but little evidence has existed which measure the effect of an individual’s engagement and participation on subsequent purchase behaviors. Our research sought to answer these questions: 1. What is the effect of posting on subsequent purchase behaviors? 2. What is the effect of viewing, but not posting on purchase behaviors? 3. Do all contests and prompts result in similar customer/member posts, viewing and subsequent purchase behaviors? 4. How do differences in posting behavior impact purchase behaviors? 5. How long is behavior affected after participating in such a contest? DATA The dataset for analysis spans roughly 26 months beginning March 11, 2009 and ending May 31, 2011. We reviewed posting and point accumulation behaviors over the course of four contests in which members could either earn small rewards (such as 10 miles) for posting or be entered for the chance to win large prizes such as a cruise. The data were reviewed for a period of time before and after each contest was announced and a control group which was a random sample of 2000 people who had logged in to the social media forum and posted at some time and a group who never posted was also analyzed. The data allowed us to estimate the ROI of such a contest. Study periods were selected to include most of the posting activity around a contest. Study periods for the Mile-lionaire and Party contests were both two weeks long. The Winter contest was much shorter, with most posts occurring within a one-week interval. The Cruise contest was longer, and its study period is about six weeks. The pre-periods (0) were all four weeks long. The post periods (2, 3, and 4) were two weeks long for all but the Winter contest, where the post periods were one week long. We have assigned period lengths of round weeks because we suspect that accumulation behavior is at least somewhat periodic, with, for example, some households doing their grocery shopping every Saturday, etc. THE RESULTS 1. Is it really a relationship? Posting from consumers was seen as sporadic in a social environment without the prompts form Air Miles. The “relationship” was somewhat one-sided with consumers responding to prompts, but not posting when there are no prompts. 2. Relevance proven. Relevant brand prompts link to (far) greater engagement. But less relevant brand prompts such as “Mommy Moments” and “Living Greener” produced little engagement. Further research is needed in this area to better understand the reasons why “Mommy Moments” and “Living Greener” were less successful. 3. Consumer actions matter. Posters spend more immediately and over time. Three of the four successful contests showed that those who participate have significantly higher accumulation of miles (the proxy for increased purchase behaviors) during and after the contest. The longevity of the effect impressed us and we believe thatit is due to the participant co-creating the benefit—earning a reward—of Air Miles. By having participants write about the reward they want or why they want it, the benefit becomes more salient in their minds. 4. Deep engagement matters most. Posters who elaborate more spend more. In the “Winter” contest, increases in purchase behavior ran from a low of 49% among those who posted using an average of 8 words, to an 80% increase in purchase behavior among those who averaged 73 words. 5. Share the experience. Elaboration on experiences implies higher future accumulation. We also saw that the more a poster wrote, and if they wrote about an experience that they wanted to have versus saving their Air Miles for “stuff” (e.g. they wanted to use their miles for a trip to Disneyland v. they wanted to use their miles for a vacuum cleaner), the greater the increase in purchase behavior. (See Figures 1, 2 and 3.) 6. Relevance matters to viewers too. Viewers spend (far) more when viewing relevant posts. Those who viewed the posts but did not actively engage with posts themselves lifted their own spending at rates beyond 40 percent. Even three weeks after viewing posts, low spenders lifted their purchase behavior by 46 percent. 7. Sleeping dogs can be awakened. Low spenders who engaged through cocreation had the greatest percentage increase in point accumulation. (See Figure 1.) Though the raw increase in pointaccumulation was still smaller than the high spenders, these co-creation contest activated low-spending Air Miles members, which is a great idea for how brands can engage or re-engage with consumers who are fairly disengaged. 8. Price incentives can be trumped. The right message causing co-creation can be more valuable than greater priceoriented incentives. The “Winter” contest only awarded 10 miles per post but significantly lifted purchase behavior for all spending levels and activated low-spenders who were disengaged from the Air Miles Reward Program.   文章来源:adweek http://sps.northwestern.edu/info/imc-online.php?utm_source=MediaBistro&utm_medium=adweekcontent&utm_term=nov&utm_content=IMC&utm_campaign=IMC_MediaBistro16&src=mediabistro_adweekcontent#^eyJocmVmIjoiaHR0cDovL3d3dy5hZHdlZWsuY29tL3NvY2lhbHRpbWVzLyIsImFkVW5pdCI6eyJzZXJ2ZXIiOiJkZnAiLCJpZCI6Ii82NDE5L01lZGlhQmlzdHJvX1BvbGFyL3NvY2lhbHRpbWVzIiwic2l6ZSI6IjJ4MiIsInRhcmdldHMiOnsib3JkZXIiOiIxIn19LCJsYWJlbCI6IlNvY2lhbFRpbWVzIC0gVG9wIiwic2VsZWN0b3IiOiIueC1maWx0ZXJhYmxlLWNhdGVnb3J5LWdyb3VwLnNlbGVjdGVkIGFydGljbGU6ZXEoMSkiLCJjcmVhdGl2ZSI6IjlhYWYwYzgzNzUyZjQ1YzNhZjYxYjg0ODBiMmVkNzE4IiwiZXhwZXJpZW5jZVR5cGUiOiJpbmJvdW5kIn0%3D

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