New Media and Consumer Behavior - Essay Example

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Introduction The concept of new media and responses from consumer behavior has begun to alter the way in which many are approaching brand building and relationships created. The development from marketers has created an alternative approach to brand building as well as how the responses are received by consumers…
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Download file to see previous pages However, the dynamics associated with social and new media also present new opportunities for marketers to begin changing the expectations with marketing. This development is one that is causing marketers to reexamine their approach to new media as well as the associations that are a part of the behaviors which are being created. Social Media and Marketing The development of social media and the use of new media have allowed marketers to take a completely new approach to the brands that are developed. This is based on the understanding that the consumer responses hold more weight than before. More important, the social media brand name which is communicated to others creates direct responses from those that are working within the market. For this to work correctly, a hybrid model of the promotional mix is used. This is based on developing network platforms and promotional tools that engage customers. The risk within this comes from the responses from consumer behavior and the open network which often leads to a loss of control over the brand name. If a consumer has a bad review of the company and other problems occur, then there is a lack of development and understanding with the social media. This response is furthered with the communication that is now open and used for promotions in the marketplace. These responses have developed into a different understanding and development of marketing communication in the marketplace (Mangold, Faulds, 2009:51). The social and new media created then leads into a mixture of promotions which works as a medium for marketers. The medium; however, includes specialized dynamics that alter the way in which one is working within the social media. This is combined with the technological models and advertising that is within the virtual world. The main approach which needs to be created is to allow the consumers to communicate the main message which helps to build the brand identity of the products used. The main approach then furthers into the purchasing intention that is required with the products developed as well as the way in which this presentation is offered in virtual worlds. The challenge with the new medium becomes based on the communication levels which are used and the way in which the promotional platforms hold specific dynamics. As these dynamics alter, there is a specific association with how these work in terms of purchasing intention and development. The medium that is established then focuses on connecting the right customers and monitoring ways for the new media to promote what is needed in terms of communication for a specific product (Barnes, 2007: 13). Understanding Consumer Behavior The main alteration which has occurred with the social media portals is the consumer behavior that is a part of the social media. There is a specific culture which has influenced the approach toward specific brand names and the results which have become a part of this. The culture which is associated with this is developed with the understanding of global advertising and marketing that creates the culture and understanding. The consumer behavior for social media is to gain information, specifically from influences of peer groups. Word of mouth that is a part of the global culture and the associations which are related to the business and media then develop a different under ...Download file to see next pagesRead More
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