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First Person: How the Use of Color in Marketing Influences Consumer Behavior

First Person: How the Use of Color in Marketing Influences Consumer Behavior | Consumer Behaviour on the web |
In today's competitive environment, cultural diversity plays a significant role.
Benny Yang's comment, April 5, 2013 12:51 AM
This interesting article is talk about the color marketing which is on the basic to understand and analyze consumer psychology, make the product with high emotional, to achieve reunification of the "people - color - goods", to convey the ideas of the goods to their customers, improve marketing efficiency, and reduce marketing costs. For example, like product itself, product packaging and shopping bag.
Liwei Zhou's comment, April 5, 2013 3:46 AM
that is the most interesting topic I've read tonight. It makes believe that the issues among marketing study are really complicated. not only color has impact on consumer behaviour, but languege, body languege, weather, temporature and many things as well.
Zhaowei Lu's comment, April 7, 2013 9:43 PM
Yes, the article is very interesting. I am in total agreement with the color of a product. As above said that the color would give the first impression to customers, it makes customer want or not.It is very important business can understand customer's psychology, make the product with high emotion.
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Scooped by Anna Evangelista! - Computers in Human Behavior - Does my comment count? Perceptions of political participation in an online environment - Computers in Human Behavior - Does my comment count? Perceptions of political participation in an online environment | Consumer Behaviour on the web |


•1006 adults in a nationally representative sample completed an online survey.

•Online and offline political behaviors are often seen as occupying separate spheres.

•Research shows the most common online behavior was signing a petition.

•The most common offline one was voting.

•Conclusions suggest most citizens perceive political acts as communicative.



Since the infancy of the Internet, scholars have posited that the medium would mobilize and engage citizens, yet the reality has proven it to be more nuanced and complex. This project examines citizens’ motivations to engage in politics online, assessing how people are driven by both a desire to influence government as well as to communicate political ideas to others. We explore the ways these two behaviors are perceived by citizens in online versus offline contexts. We also examine how such perceptions can predict certain behaviors, such as “friending” a candidate and messaging with friends about politics. We find that these behaviors are indeed perceived differently among citizens, and that perceptions predict the likelihood of participating in online political forums.


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AIS Electronic Library (AISeL) - AMCIS 2013 Proceedings: A Study of Self-serviced Online Banking System: The Role of Quality and Commitment-assurance

Self-serviced online banking system (OBS) has transformed the banking services to 24hrs/7days available online. The importance of online banking service and its impacts on users and the banking industry have been widely discussed. However, the retention of loyal users in the sense about how to motivate light users to become heavy users and its link with the confirmation of OBS quality are overlooked. This paper introduces information system (IS) success factors and the concept of commitment assurance to empirically investigate OBS users’ continued to use intentions. Results reveal that OBS system and service qualities are significantly important as they are antecedences of OBS user satisfaction. Heavy users show their self-interests in maintaining good relationship with the bank and the differences between heavy and light users are confirmed. Discussions and suggestions for promoting online banking service are given.


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AIS Electronic Library (AISeL) - AMCIS 2013 Proceedings: The Influence of Perceived Belonging on Social Network Site Adoption

Adoption research on Social Network Sites (SNSs) indicates that all three popular Technology Acceptance Model (TAM) constructs, Perceived Ease of Use, Perceived Enjoyment, and Perceived Usefulness, influence the Behavioral Intention to Use SNSs. In contrast, little is known about the specific antecedents of Perceived Enjoyment and Perceived Usefulness in an SNS context. We address this gap by studying whether Perceived Belonging, which we describe as the degree to which a person feels connected to and accepted by other individuals, has an influence on these two constructs. After surveying 415 students and applying a structural equation modeling approach, we confirm thatPerceived Belonging positively influences both Perceived Enjoyment and Perceived Usefulness and, hence, also indirectly influences overall SNS adoption behavior.

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The Martini Effect and Social Networking Sites: Early adolescents, mobile social networking and connectedness to friends

The Martini Effect refers to being constantly connected to people through mobile devices; research into mobile phone use reports that its use may be related to feelings of connectedness. Social Networking Sites (SNSs) are becoming increasingly popular among early adolescents with the majority using them to stay in contact with existing friends. In addition, many adolescents use a range of mobile devices to access these sites. The present study compared feelings of belonging to the friendship group between SNS users who used a mobile device and those who did not. A self-report questionnaire was completed by 337 early adolescent SNS users (11–13 years, mean age = 12.28 years, SD = 0.73). Mobile device users were found to have significantly higher levels of belonging than non-mobile device users and this relationship was partially mediated by the frequency of use of SNSs. It is suggested that these mobile devices not only afford an opportunity for increased use of SNSs and therefore increased interaction with friends but that mobile device SNS users feel constantly connected to their friends.

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AIS Electronic Library (AISeL) - AMCIS 2013 Proceedings: The Antecedents and Consequences of Sense of Community on Social Networking Sites

Evolution of information technologies facilitates new forms of communication and enables emergence of virtual communities. One key question which has been debated among researchers is whether virtual communities represent bona fide communities or if they are better described as networks of individuals. We draw on research in traditional offline communities, which emphasizes psychological sense of community as the focal construct for understanding community dynamics, and we develop a nomological framework of antecedents and consequences associated with sense of community. We evaluate the framework in a survey of 638 Facebook users. We find that sense of place associated with the social networking site and social interactions contribute to the development of sense of community among social networking site users. We also find that sense of community is a key attitudinal factor affecting information sharing and intentions to remain a member of the social networking site.  

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Urban Twitter Networks and Communities: A Case Study of Microblogging in Athens

This paper examines the community formed by the Twitter users that used a city-level hashtag. In particular, we provide a network perspective of the city of Athens, Greece, as demonstrated by the analysis and visualization of the relevant Twitter hashtag data, in order to present both an overview and deeper insights at the microblogging practices of this geographic local network. Further analysis suggests that the Twitter community defined by the members of the network shows strong signs of a real-life community. 

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The Social Media News Genres and Users Behavior: a survey on Iranian users of Facebook

The effect of social media on users has been studied in many different ways, but as content of these networks rarely consist of news in majority, the news genres have been neglected to be studied as subject of research. The paper is a simple descriptive survey to get if the news genres contents of social media, particularly facebook have significant influence on users behaviors and attitudes. The findings show in the case of popularity of various genres, the social and cultural news are the most popular genres, while the economical ones are the least. The data analysis shows that the individual attitudes influence more in comparison by social behavior. This is reasonably because the attitude gradually changes by the content and then causes the upcoming effect on behavior. A contribution of paper is far beyond the findings, but in approach. The approach of self exposing advised by the supervisor to firstly know what the people think about their own influencing, and then in the next phase to done the research by another approach to measure the real influencing and compare the self believe with real influence. 

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Emerald | Journal of Hospitality and Tourism Technology | "Like" and "Check-in:" How hotels utilize Facebook as an effective marketing tool

Emerald | Journal of Hospitality and Tourism Technology | "Like" and "Check-in:" How hotels utilize Facebook as an effective marketing tool | Consumer Behaviour on the web |

Purpose - This study aims to examine how effectively hotels are using Facebook as a marketing tool and how consumers are interacting with the property by measuring the number of fans, customer comments, and accuracy of information provided.

Design/methodology/approach - This paper is based upon a content analysis, inquiring into 100 hotels’ Facebook pages.

Findings - Findings demonstrate the use of Facebook features by hotels varied widely. Some hotels utilize Facebook solely as a means for posting property information, whereas others focus on facilitating customer engagement.

Research limitations/implications - Literature related to the effectiveness of social media as a marketing tool within the hospitality industry is severely limited, thus this research highlights the challenges some hotels are experiencing with maximizing the reach of their Facebook pages, suggests possible approaches for improvement and makes recommendations for structuring social networking strategies.

Practical implications - Results demonstrated many hotels failed to interact with customers, provide accurate and timely information, and entice prospective purchasers by showcasing the property through photos and videos. Practitioners would be well served to improve upon these aspects to better appeal to consumers and recognize a significant return on investment.

Originality/value - This study investigates the extent to which Facebook is being utilized by the top 100 domestic U.S. hotels. Evaluation criteria included three aspects: content information, property details, and interactions between hotels and customers. Literature related to social network marketing is sparse, thus the present research is intended to provide a basis for future research and guidance for industry professionals to best maximize technological marketing channels.

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Comparing Younger and Older Social Network Users: An Examination of Attitudes and Intentions

Social networks were once considered the domain of a younger demographic but in recent years the use of social networks has become more commonplace in older groups as well. This research develops and tests a model of what drives attitudes toward social networks and intentions to use them and tests the model across two groups of users, one younger and one older. The results clearly demonstrate that the model is useful in both age-based contexts and that significant differences exist between younger and older social network users.Kaplan and Haenlein (2010) define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user generated content." According to Kaplan and Haenlein (2010) there are six types of social media: collaborative projects, blogs and microblogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Our focus in this study is social networking sites, which are applications that enable users to connect by creating personal information profiles, inviting friends and colleagues to have access to those profiles, and sending e-mails and instant messages between each other (Kaplan and Haenlein 2010). Over the last two decades, the use of social networking sites has exploded around the world. Users range from tech-savvy young adults to baby boomers and older adults seeking ways to reconnect with family and friends (Anderson 2009). Popular examples of social networking sites are MySpace (created in 2003) and Facebook (created in 2004). Since its inception, MySpace has gone through various redesigns and now considers itself to be a music-oriented website that is a complimentary service to Facebook. MySpace now targets the 35-year-old-and-under crowd to stay abreast of the hottest music and videos (Oreskovic 2010). Facebook is ranked as the second most popular online brand in the United States (Nielsen Wire 2011), with approximately 50 percent of North America's Internet population using Facebook (Internet World Stats 2012). Facebook surpassed having 835 million users (subscribers) worldwide at the end of March 2012 (Internet World Stats 2012). Curran and Lennon (2011) developed a structural model to help explain college students’ intentions to use social networking sites. In an attempt to validate the Curran and Lennon structural model, we completed a comparison of the younger college students in their study against an older population (those over 50) on the same variables used in their study.  


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More than 50 per cent of Australians shopping online: Roy Morgan research - Yahoo!7 News

More than 50 per cent of Australians shopping online: Roy Morgan research - Yahoo!7 News | Consumer Behaviour on the web |

By consumer affairs reporter Amy Bainbridge, ABC
Updated June 4, 2013, 2:43 pm

The number of Australians who shop online has tipped over the 50 per cent mark for the first time.

Roy Morgan Research has today released its State of the Nation report, which examines the social trends of 50,000 consumers over the past decade.

The report has a special focus on online retail and points to a 12 per cent growth in the sector in the past year.

It found that in the last three months, some 50.3 per cent of Australians had shopped online.

The most popular online purchases were in leisure and travel, which made up 45 per cent of online purchases, followed by fashion, at 23.4 per cent.

Australian Bureau of Statistics figures show $258 billion being spent on retail, with Roy Morgan estimating 9 per cent of that being spent online.

The average weekly online expenditure was $285 per person.

Roy Morgan Research chief executive officer Michele Levine says online shopping is becoming increasingly mainstream.

She says there is a role for traditional retailers to exist alongside online shopping, but that the retail sector will need to adjust.

"Those retailers who can play in both spaces will probably do extremely well, so I think yes, there will be a very happy situation," she said.

"I think the challenge for Australia is that this will change the face of the workforce, because what you'll find is it's not just the retailer as such, it's the people who work in the shops.

"You won't need so many people working in shops."

Smartphone shopping grows 101 per cent in past year

Ms Levine says smartphone shopping is growing rapidly.

"Smartphone penetration is now running at about 50 per cent of Australians, so it's well on the way, and what I think smartphones have done is they've actually really given a big lift to people's use of the internet," she said.

"What the smartphone does is it means they don't have to go home, they can do all of those things wherever they are, any time they like.

"What we're seeing is people are using them to check prices, explore the availability of goods and doing research."

Ms Levine says the use of smartphones to make online purchases has grown 101 per cent in the past year.Â

"There's about 6.6 per cent of people with smartphones who have actually bought something online recently, but it will grow, it's 24/7 to be able to do this stuff online, and very different to having to go to a shop that is only open particular hours," she said.

The research also looked at other indicators of consumer behaviour.

It found the number of people eating out has trended down slightly, but the number of people visiting cafes to drink coffee and tea is trending up.

It found fewer people are gambling and points to trends in media consumption, with more people accessing media online.

It also says 60 per cent of people use the internet more than once a day.




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How Mobile Devices are Changing Marketing

How Mobile Devices are Changing Marketing | Consumer Behaviour on the web |

Featuring mobile marketing expert Chuck Martin, CEO of Mobile Future Institute and author of Mobile Influence: The New Power of the


Consumer Webinar Overview 


The explosion of mobile technology has changed how and when consumers purchase, and has shaken the foundations of the traditional sales funnel. Businesses are scrambling to adapt.  


Many marketers have failed to realize that the issue is not how to reach consumers where they are, but how to understand their mindset and where they are going. Businesses have yet to fully understand the critical role that mobile devices play in the basic structure of the traditional shopping model and the new importance of linking behavior with location.  


With the death of the traditional sales funnel comes author and mobile expert Chuck Martin's new model—the Mobile Shopping Life Cycle. Based on in-depth research, Martin has identified the six specific moments which marketers must effectively target to reach today's mobile buyer. From location-based marketing to mobile payment systems, Martin's model gives marketers the tools necessary to build a successful new sales framework. 


Join Chuck Martin and HBR on June 11 for a webinar that will change how your company approaches mobile marketing.




Speaker Biography


Chuck Martin
Chuck Martin is a New York Times Business bestselling author, Editor of the MediaPost mCommerce Daily, where he writes the daily MobileShopTalk column, and CEO of Mobile Future Institute. Martin has been a leading pioneer in the digital interactive marketplace for more than a decade.  


He is the author of Mobile Influence: The New Power of the Consumer (Palgrave Macmillan), which details the revolution in retail and shopping behavior because of mobile and tablets. He also is author of The Third Screen (Marketing to Your Customers in a World Gone Mobile), in which he defines the implications, strategies and tactics for businesses to thrive in the mobile revolution, as well as The Smartphone Handbook.  


The Mobile Future Institute is a U.S-based think tank that focuses on business strategies and marketing tactics for a world gone mobile.  Martin is a bestselling book author of numerous books, including The Digital Estate, Net Future, and Max-e-Marketing in the Net Future (co-author). He is also former Vice President of Publishing and Advertising at IBM and was the founding publisher of Interactive Age, the first publication to launch simultaneously in print and on the Web. 


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Survey: Google+ has second-highest number of U.S. account holders, above Twitter | Poynter.

by Mallary Jean Tenore
Published June 3, 2013 1:13 pm


eMarketer recently found that Facebook and Google+ had the highest number of account holders among the 2,500 U.S. men and women it surveyed.

Of the women surveyed, 56 percent have Facebook accounts; 26 percent have Google+ accounts; and 17 percent have Twitter accounts. Of the men surveyed, 49.5 percent have Facebook accounts; 24.5 percent are Google+ users, and 15.5 percent are Twitter users.

Only about 5 percent of men have Pinterest accounts, compared with 22 percent of women. (No big surprise there.)

The research also found that mobile social network use is continuing to increase:

The desktop and laptop remained the No. 1 place where users accessed sites, but the smartphone wasn’t far behind. Just less than half of both men and women accessed via their smartphone, and another 32% of men and 21% of women accessed via the tablet.

Of course, just because someone has set up an account on a social networking site doesn’t mean that person regularly uses the site. Still, the research is a reminder that social networking is an increasingly mainstream part of people’s lives, and that news organizations need to be where their audiences are.

Other research supports this argument. Half of Americans now get their news digitally, according to recent Pew research. Last fall, Pew found that more than one-third of people under the age of 30 get their news from social networking sites. It also found that while Twitter’s usage among Americans is limited, its users tend to interact a lot with the media. Of those surveyed, about 36 percent use the site “to follow news organizations or journalists.”


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Scooped by Anna Evangelista! - Electronic Commerce Research and Applications - Mobile phone customer retention strategies and chinese e-commerce - Electronic Commerce Research and Applications - Mobile phone customer retention strategies and chinese e-commerce | Consumer Behaviour on the web |

Using an extensive sample of 414,733 customers of three different calling plans of a mobile operator in China, we investigate the effectiveness of the company’s retention strategies by examining the effect of such strategies on extending the customer lifecycle. We find that the incremental average revenue per user(ARPU) in the retention period and the retention bonuses are positively correlated. The retention policies are also positively correlated with the increments of consumption variables (the number of calls, the number of short messages, and the value-added services). Moreover, the significant and positive interactions between the retention bonus and the consumption increments in one of the calling plans suggest, to a certain degree, that the consumption variables moderate the relationships between the bonuses and the relative ARPU. Finally, the retention strategies demonstrate different levels of effectiveness for three different calling plans. Based on the findings, we draw implications for the development of Chinese e-commerce.

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Turning life into a game: Foursquare, gamification, and personal mobility

Location-based mobile games (LBMGs) are games that people play while moving through physical spaces. Research has shown that they can impact individuals’ experience of their surrounding space and their mobility decisions. Extending that research, this article looks at the gaming elements of the location-based social network (LBSN) Foursquare, analyzing how Foursquare’s gaming elements can impact people’s mobility decisions. Through an analysis of qualitative interviews, the goal of this study is to draw from the concepts of hybrid space, spatial legibility, and gamification to show how Foursquare’s gaming elements can add a playful layer to physical spaces and discuss the impacts of the application designers’ goal of turning “life into a game.”

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Does Age Affect Consumption for Disney’s MyMagic+?

This study examined the relationship between age and the likelihood and willingness to disclose personal information in a consumer context. Specifically, it was designed to test the research hypothesis that younger adults are more likely to consume using Walt Disney World’s My Magic+, whereas older adults are less likely to consume My Magic+. Using data from a voluntary online survey distributed through various social media platforms, we compared the sharing of basic demographic information, credit card numbers, email and home addresses, social security numbers, personal photos, banking information, and phone numbers for younger and older adults. In addition, a similar set of questions compared the level of comfort and likelihood of younger and older adults, who have visited Walt Disney World, sharing this information with Disney to enhance their vacation experience. The results found that overall, younger adults were actually slightly less comfortable with sharing personal information online, while older adults were slightly more comfortable with sharing personal information online. In this initial research, statistical significances found, for which further RFID and privacy attention and research is needed. 

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Dr. Twitter: The Masses Turn to Social Media for Healthcare Advice

Dr. Twitter: The Masses Turn to Social Media for Healthcare Advice | Consumer Behaviour on the web |

By Rachel Swan Wednesday, Jun 5 2013

Perhaps social media — or rather, certain forms of social media — aren't overrun by crackpots and conspiracy theorists, after all. Or maybe they just reside in some far off hinterland of the Internet.


The point being, Twitter has become reliable for something.


So says a new study by researchers at theUniversity of Texas at Austin, who analyzed 9,510 tweets concerning one of the most contentious issues in modern medicine: vaccinations. Turns out, Twitter's channels reward people who back up their information from credible news outlets and health providers, so tweets that embrace status quo tend to have the most influence.


"Influence" in this case meant number of replies, favorites, or retweets. Of the 2,580 tweets that elicited a reaction, 33 percent viewed vaccines favorably, 54 percent were neutral, and 13 percent were negative. The vast majority discussed topics you might see in the health pages of The New York Times, such as efficacy of a herpes vaccine for women, development of theNeuVax E-74 vaccine for breast cancer, a blog that debunked vaccine-autism links, endorsement of the human papilloma virus vaccination for boys, and foreshadowing about a children's malaria vaccine and a potential vaccine to ward off lung cancer. Many tweets did, indeed, link to The New York Times or other reputable vessels.


University of Texas assistant professor Brad Love, who studies the persuasive power of mass media, says those findings surprised him.



"We live in an age of mass personal media where you can send a message out to one person and it might go to a thousand," he says. "It's a really mixed bag of return." He adds that people have a long history of crowd-sourcing their health care decisions, even before the term was invented. Our parents didn't use Twitter, but they watched Dr. Phil. Their friends might have relied on pop culture trends like fad diets or homeopathy.


Apparently there are enough quality-control mechanisms in Twitter to hold people accountable for what they say. Granted, the ratio of truth-to-fallacy might change once researchers broaden their scope beyond 140 characters.




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AMCIS 2013 Proceedings: Does Trustworthy Social Networking Sites Draw User’s Persistency Behaviors? Examining Role of Trust in Social Networking Sites Continuance Usage

While many researchers pointed out the importance of trust on Information Systems (IS) usage, this study explored the role of trust on usage of CMC media in the context of social networking sites (SNS). Social exchange theory (SET) and the expectation confirmation model of IS continuance (ECM-IS) were employed in the research model. The research model investigated SNS users’ continuous usage behaviors under antecedents from supporting theories and the impact of trust on all those antecedents simultaneously. The empirical research findings, using a Web survey in the context of Facebook, which is the most popular SNS, revealed that users trust in SNS impacts on overall perceptions of SNS and their usage. Discussions and limitation of research is addressed.


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Parasocial Interaction in Twitter Context -International Conference on Foreign Language Teaching and Applied Linguistics

Parasocial Interaction in Twitter Context -International Conference on Foreign Language Teaching and Applied Linguistics | Consumer Behaviour on the web |

Internet, being the most significant advent of new technologies, has fundamentally changed the way people interact. The purpose of the Internet goes beyond communication into virtual social spaces or third places. Some of the third places where socialization takes place are chatrooms, social networks and microblogging services. Among the latter,one of the most popular is Twitter, an online microblogging site. The present study aims to explore the complexities that a computer-mediated , Internet based platform for communication and socialization such as Twitter presents. By problematizing follower- followed asymmetrical parasocial relationship, it is argued that through the use of hashtags and re-tweets, which is intertextual and dialogic. It has mainly been contended Twitter features instantiate Parasocial Interaction Theory, elaborated means being Internet lingo or Netspeak. In order to explore the Parasocial Interaction Theory and the employment of Internet lingo in Twitter context, a digital corpus of 1000 tweets was built (around 25, 900 words approximately) by taking screenshots of Twitter timeline. In order to carry out the analysis, the sample under scrutiny was tabulated and finally classified according to the categories of analysis. Two criteria have been looked into, Netspeak features elaborated and functions of Twitter features like Hashtag and re-tweet in constructing and maintaning a parasocial interaction. The variables selected within each system have been explored both quantitatively and qualitatively. As a result of the analysis, it is seen that Twitter context encourages the use of Netspeak features, like abbreviations, acronyms and letter homophones. And features like RT and # serve to carry on the parasocial interaction.

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Construction of Social Identity in Social Media: An investigation of Iranian Users’ Appearance in Facebook

The social networks increasingly become the arena of our lives and involve different aspects of our social presence from day to day and this requires people to play some social roles in these media as such as what they do in real life. The attitudes, perceptions, behaviors and actions people do in these platforms, shape ̳Social Identity in Social Media‘ which in regard with increase in importance of these media, this construct becomes more critical to be studied and to understand. The paper pays academic attention to the subject by focus on regional cultural differences of facebook users as most pervasive social networks. Using a framework consist of three dimension, Iranian users studied in case of variables which construct social identity, consist of Full Name exposure, benefit from Fake Profiles and level of privacy setting. These variables selected in regard with special characteristics extracted from observation of sample size behaviors during a period of two months, and believed that may reflect a new trait in social identity users may present depend on the cultural and domestic concerns. By sending a lot of request to participate in the online survey, a sample of 308 users agree to include in the online survey. The descriptive statistics felt sufficient for the purpose of study. Findings show that nearly half of Iranian users of facebook not provide their Full name, and make some distortions or using abbreviations make it difficult to find for others. Also nearly 40% of them benefit from fake profile(s) in addition to their main account to surf facebook and share the contents they not prefer to be known for them, such as satire or taboo articles. Also many of them restricted the level of access to their profiles to make the social media as a ̳private social space‘. The authors concluded that social identity joins with the real identity of the users, and thus they care about their social image in the social media space. Many users believe that despite the freedom for joy from the contents in social media, they will damage for some descent in prestige and image against the others which attend to their profiles, likes and shared articles. Thus they use some policies to joy from social media without being hurt or damaged by the activities in it. They try to make themselves hide and merely invite confident friends to join with, make restrictions to access of others to their shared articles and comments, and benefit from anonymous surfing with fake profiles. The findings of this research despite the simple method used is to attract attentions to the interdependency of identity in real life and in social media space and the effect of real life identity on the image, users tend to present in social media. 

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Enactment of one-to-many communication may induce self-focused attention that leads to diminished perspective taking: The case of Facebook

Enactment of one-to-many communication may induce self-focused attention that leads to diminished perspective taking: The case of Facebook | Consumer Behaviour on the web |

Social networking sites (SNSs) provide users with an efficient interface for distributing information, such as photos or wall posts, to many others simultaneously. We demonstrated experimentally that this type of indiscriminate one-to-many (i.e., monologue) communication may induce self-focused attention and thereby impair perspective taking. The present study used multiple paradigms to explore the link between engaging in online one-to-many communication and a decrease in perspective taking. Experiment 1 revealed that Facebookers who published a personal photo to the public or their friends were less likely to adopt another person’s visual perspective than were those in the control group. Experiment 2 showed that Facebookers who engaged in indiscriminate one-to-many wall posting were more likely than those in the control group to rely heavily on their own perspectives. A state of self-focus, as measured by greater Stroop interference in naming the color of self-relevant versus neutral words, mediated the detrimental effect of indiscriminate one-to-many communication on cognitive perspective taking. These findings suggest that indiscriminate one-to-many communication on SNSs may promote public self-focus, leading to self-referential processing when making social judgments. Online monologue communication may be more harmful to perspective taking than previously understood.

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The influences of the characteristics of internet shopping malls and the traits and purchase intent of users involved in E-commerce

This study is designed to collaboratively investigate the influences of the characteristics of Internet shopping malls and the shopping traits of their users involved in e-commerce on shopping intention. With this in mind, the researchers take a look at the influences of such features of shopping malls on the web as the quality of the system, customer-support service, shopping-mall perception and se- curity, the users' propensity to pursue pleasure and pragmatic interest on shopping intention. The study shows that all the variables sug- gested here have an influence on the purchase intent of Internet shop- ping-mall users. That is, this study cannot analyze how the purchase intent of the customers with regard to the features of Internet shop- ping malls has changed. Therefore it is necessary to conduct proce- dural researches taking longitudinal studies into consideration. 

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America’s Youth Admit to Surprising Online Behavior, Would Change Actions if Parents Were Watching | Business Wire

America’s Youth Admit to Surprising Online Behavior, Would Change Actions if Parents Were Watching | Business Wire | Consumer Behaviour on the web |

McAfee Study Reveals the Digital Disconnect between Today’s Youth and Parents


72 Percent of Parents are Overwhelmed by Technology and Just Hope for the Best


SANTA CLARA, Calif.--(BUSINESS WIRE)--McAfee today released findings from the company’s 2013 Digital Deception: Exploring the Online Disconnect between Parents and Kids study. The study examines the online habits and interests of preteens, teens, and young adults and finds there is a significant disconnect between what they do online and what their parents believe they do. While youth understand that the Internet is dangerous, they still engage in risky behavior, hiding this activity from their parents in a variety of ways and acknowledging that they (46%) would change their behavior if they knew their parents were paying attention.



“It’s still the Wild West out there and because they are digital natives, our youth are engaging in all kinds of unsafe behavior without the benefit of understanding how their actions will affect their lives,” said Michelle Dennedy, vice president and chief privacy officer at McAfee. “This study has made it exceedingly clear that parents need to get involved, to understand what their children are doing online, and to engage them in a myriad of ways that will keep them living safe online. Children of all ages are shouting out for guidance.”





Youth are not the only ones that need to be educated regarding safe behavior online. In fact, 62% of parents do not think that their children can get into deep trouble online and 80% of parents do not even know how to find out what their children are doing online. The majority of parents (74%) simply admit defeat and claim that they do not have the time or energy to keep up with their children and hope for the best.





While 39% of parents try to monitor their children’s online behavior with parental controls, tech savvy teens take advantage of their parents’ limited tech acumen and bypass the surveillance. Of the 41% of tweens that have passwords set for mobile apps by their parents, 92% of them know the passwords. More than half (60%) of tweens’ parents think they do not know the passwords. This can lead to behavior on a mobile phone that cannot be as easily monitored and can lead to unwanted engagements, as well as costly bills, when it goes unchecked.


Also of concern is the digital disconnect that exists when it comes to communicating about Internet safety. Seventy-one percent of parents believe they have had conversations with their children about proper online behavior, while only 44% of youth agree—implicating that there is a need for more straightforward conversations with teens about living safe online in a way that will more clearly resonate and affect their behavior.





Among the findings in a category new to this annual survey were risky behaviors in tweens, ages 10-12. While not technically permitted to have a Facebook profile, they admit to using Facebook in significant numbers (85%). The study also found that 58% of these preteens believe that they know how to hide what they do from their parents online. Nearly a quarter of preteens clear their browser history or use private browser settings to hide their activity from parents.


Other key findings include:


Teens spend more time online than their parents think.


 -On average, about 25% of youth spend 5-6 hours a day online, while majority of parents believe they are online 1-2 hours a day.


Teens find social sites to be safe, so they post personal information unbeknownst to their parents.


-86% of youth believe these sites are safe, so they continue to post personal information such as their email addresses (50%) and personal activities such as who they date (31%).  


-Only 17% of parents are aware that their children post email addresses and only 12% of parents are aware that they are sharing personal information such as who they date.


Teens use social media sites that their parents may not know exist.


-95% of youth have at least one social media account. Facebook is the number one social media platform used by preteens, teens and young adults (about 86%), followed by Twitter (about 59%), Instagram (about 46%), Pinterest (about 42%), Tumblr (about 38%) and Snapchat (about 33%).

-About 22% of 10-23 year olds admit to using mobile devices to hide activity from their parents.

-75% of youth 10-23 find out about apps from their friends.


Social media sites are a hub for mean behavior.


-More than one quarter (27%) of 10-23 year olds have witnessed cruel behavior on social networks with 89% saying this behavior took place on Facebook.


-36% of tweens saw this on Twitter and 19% on Instagram.

-58% of 18-23 year olds posted comments on these sites, 46% of which had foul language and 26% of which were mean.

-14% of 13-23 year olds have hacked into someone else’s social network account or email.


Teens are actively searching for inappropriate content.


-Over 57% of 13-23 year olds use the Internet to search sexual topics while only 13% of parents believe they do.


-48% of 13-23 year olds have looked up a website or video that their parents would disapprove of while only 17% of parents are aware of these searches.

-Over one third (37%) of 13-23 year olds are searching for simulated violence such as “epic fail” clips on Facebook or real-life violence on YouTube.


In addition to putting themselves in risky situations, teens find that much of their online behavior leads to negative personal experiences that are often immediate.  Nearly one third (29%) of 13-23 year olds have had a negative experience when sharing revealing photos. Over a quarter (27%) of young adults 18-23 post photos while intoxicated, which can also sabotage future career opportunities.


“While it is not necessarily surprising that teens are rebelling online and hiding activity from their parents, what is concerning is the kinds of behaviors they are engaging in and that it extends to tweens,” said Dennedy. “There is no sense of permanence and global reach with online sharing and posting among these age groups, so the onus really is upon the parents to accelerate their digital savvy and be actively engaged on educating their kids about how to live safely online.”


To learn more, please check out:


Report -


Study Webpage –


Blog Post by Robert Siciliano –


Blog Post by Lianne Caetano –


Infographic -

Follow on Twitter @McAfeeConsumer


Quantitative Methodology


TRU conducted a total of 2,474 online interviews in the U.S. among youth ages 10-23 and parents of youth ages 10-23. These interviews were split evenly among 1,173 youth and 1,301 parents. The parent/youth samples yield a margin of error of +/-2.7 and +/-2.9 percentage points, respectively. The total sample of 2,474 yields a margin of error of +/-2.0 percentage points. The interviews were conducted from April 3rd through April 15th, 2013.


All youth and parents were required to use (or say their child uses) the Internet at least one hour in a normal day. Interviews among youth were split evenly by age and gender. Interviews among parents were split fairly evenly by gender, as well as by age and gender of their child. The sample was comprised of 16% Hispanic and 18% African American respondents and achieved geographic distribution according to the US census.


About McAfee

McAfee, a wholly owned subsidiary of Intel Corporation (NASDAQ:INTC), empowers businesses, the public sector, and home users to safely experience the benefits of the Internet. The company delivers proactive and proven security solutions and services for systems, networks, and mobile devices around the world. With its Security Connected strategy, innovative approach to hardware-enhanced security, and unique Global Threat Intelligence network, McAfee is relentlessly focused on keeping its customers safe.

Note: McAfee is a trademark or registered trademark of McAfee, Inc. in the United States and other countries. Other names and brands may be claimed as the property of others.





Jaime Leigh Le, 408-346-5276


DKC Public Relations

Rachel Carr, 212-981-5253



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Mobile Consumer Behaviour

Mobile Consumer Behaviour | Consumer Behaviour on the web |

The Mobile mindset

Mobile & PC users both consume the same information. Both do similar things such as browsing the web, playing games, listening to music, watching video, sending emails and accessing social media. However, mobile owners also download applications, send SMS and importantly personalize their phone with ringtones, wallpapers, and exterior cases.

But, today mobile devices serve as primary communication channel. With 3G mobile data networks quickly becoming reliable and affordable, we see a big shift in the way users consume information on their handhelds. Delivery over-the-air, directly to the mobile device, is now the most common form of information delivery. As a result of this more & more businesses take to mobile first and mobile only strategy. However, the biggest question for these businesses is hot to channelize their resources efficiently to tap this growing segment. It is clear that marketing and reaching out to the customer require much more than just a sexy app.

Device Penetration and User Demographics

Generally the younger consumers around the globe use more smart phone devices. However, in the countries like BRIC nations, where the network infrastructure required for smart phones is still taking the shape, feature phone & multimedia phones continue to hold strong.

In addition to this, the users in the countries like USA, UK, and Korea like to consume the information with unlimited data plans provided by the mobile service providers whereas in emerging nations less expensive & flexible data plans like pay as you go are more trending.

Mobile Video

While mobile video viewing is not going to replace the traditional television viewing, 28 % of Indian smart phone users acknowledge that they watch less traditional television as compared to mobile viewing.

Mobile video consumption rose more than 10 percent during Q4 2012, according to Adobe’s U.S. Digital Video Benchmark study released earlier this year.

This trend also emerges with the fact that mobile viewing engages the user to view video anytime, anywhere. Also, with the surge in tablet market the video consumption pattern is quickly changing. However, the consumption of information on mobile phones happens via mobile web browsers & apps as downloading the video clips isn’t the preferred choice of the users.

Mobile Buying Decision

While consumers are adopting smart phones around the world, yet their criteria to choose the device to buy vary with country. Consumers in USA, UK, Italy seeks for good value for money & consumers in Russia look for stylish design. Consumers in China care for a wide choice of applications to use on their device.

e Reading

In an increasingly digital environment, readers are gradually preferring the screen-based reading behavior.

This preference is also obvious because, in a giant web of connected content, every page is linked to another page. However, screen-based reading does cause strain on small real estate and small font size but it is compensated with the occasional reading. E-reading behavior is slowly catching up to print reading. E-reading provides the consumers an opportunity to connect to their favorite content anywhere, anytime. Users in China, USA, UK, Turkey, and UAE are more likely to buy a digital content than physical.

However, in countries like India users prefer apps related to games (39 %), social networking (29%) & video/ movies (29%) as compared to e-reading (11%).

Mobile Commerce

Mobile users carry their mobiles everywhere they go. Most of the users in US & UK use their phones to search online coupons, research products and compare the products available on store.

Users from South Korea, China, Australia & USA lead the mobile banking.


With more and more smart phone features like NFC and Passbooks, users are slowly embracing the mobile shopping. However, use of NFC and location based coupons are still nascent. With 20 % of users in China & 15 % in South Korea lead over USA & UK with merely 4% & 3% users respectively who prefer the use of NFC & Mobile wallet.

With number of Wi-Fi hotspots growing steadily, nearly two out of three shoppers in US use at least one device to research and purchase while shopping, and 28% use two devices at a time. More than one third of shoppers made at least one purchase with their mobile devices during the past six months. Tablet owners tend to make a purchase on the device with one in four having purchased six times or more in the past six months. When these numbers are compared to India, it is almost negligible because the network infrastructure is inadequate as compared to US.

Mobile Site

The relationship between the Mobile site & M- commerce is really closely knitted. Most of the shoppers prefer to access a store via its URL in a browser than by using a native app. This number is quite high for android users as compared to any other smart phone user. However, iPhone users stand out to use native apps as likely through mobile browser for their mobile shopping experience. That is why it is inevitable to provide a fine tuned mobile site shopping.

And with mobile, it’s now feasible to track an individual from the very first intention to shop for an item, to the actual purchase at point-of-sale.

Mobile Marketing & Advertising

Content providers across globe are trying to get new ways to reach the right audience. In all countries except India, smart phone owners are most likely to receive mobile ads about once a day. Indian smart phone owners receive mobile ads less frequently, with 70 percent seeing them about once a week or less.

It is very important not to forget that what users can do with their mobile. Let’s not forgo the legacy of SMS, MMS. A hard analysis is required to decide on which features a business should focus to market its products and services to the mobile consumers. It is important to determine whether the mobile will trigger awareness, consideration, evaluation, purchase or loyalty. (Based on the marketing funnel or McKinsey Loyalty Loop).


Advertiser must choose an appropriate mobile channel for their business to get the best value from the mobile consumers. It is evident from the table above that a marketer must scan the market first and decide upon the methodology for promoting its business based on the user interaction.

A study by A C Neilson suggests that smart phone owners in India and Turkey are the least likely to receive or see any ads on their device. With the exception of the U.S., in developed markets, smart phone owners are most likely to receive mobile ads via apps. Russian smart phone owners are the most likely to use their phone for texting (95%), so text messages are the most common method for receiving mobile ads. Chinese smart phone owners say they receive the most mobile ads, topping all countries in ads received via online games, mobile video/TV, streaming radio and location-based services.

Mobile Consumer Behavior- Future Story

New software & hardware innovation meeting together has changed the way we communicate. In future they will only change the way we interact with our surroundings. The applications like augmented reality and assistants like Siri & Google Voice have changed the mobile phones into experts with so much information at a tap of a finger. Consuming information will become a two way process where mobile phones will gather information to provide personalize information to its users.

With the recent surge in the tablet market as well, the future is looking bright for the consumers of both the developed & emerging nations.



Matthias Röse's comment, August 22, 2013 2:10 PM
This is really a very informative article. It outlines the most important channels to engage with Smartphone users, gives relevant figures and shows some trends in the mobile marketing field. It makes clear that mobile marketing will be most important in the future. But marketers may never forget that there are always parts of their target group that don’t own smart phones. H&M did a interesting campaign where consumers had to upload pictures to Instagram of themselves with a statues of David Beckham which were put into place at their stores. By doing so they were in to win prizes. I think to combine onsite and mobile advertising can create a whole new brand experience and is one of the futures trends in mobile advertising.
Priscilla Hema's comment, August 22, 2013 6:36 PM
Was an interesting read. i do agree that "consumer behaviour has changed towards the usuage of the moblie phone" this scoop shows ways in more than one where this statement proves true.
Jaklin Issaeva's comment, August 27, 2013 5:00 PM
i agree with your opinion, i think this article was informative and current with today's market and social/ digital media segment. It outlines the important channels of communication and gives a clear indication that mobile marketing is the way forward in the future
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Living in a digital world

Living in a digital world | Consumer Behaviour on the web |

Today’s adolescents have grown up in a world revolving around digital technology.

According to the Pew Research Center, 95 percent of American teens use the Internet. Even if teens are not on a digital device, they are surrounded by images, links, and references related to staying connected and being in the “know” through the Internet, cell phones, and other devices.

Young people of this generation have been labeled digital natives because of their heavy reliance and use of the Internet and digital technology. Many of the Internet sites adolescents visit are related to social media and the ability to communicate with others. Many teens stay connected to each other through texts, Twitter, Facebook, Instagram, Tumblr, and other social media platforms, and their digital use has become a natural extension of their lives. The ability to “control” their social world, express themselves, and connect with others, fulfills developmental needs adolescents have at this time in their lives.

It is difficult to find research proving whether connectedness through digital means has a positive or negative effect on teens’ lives. As a practicing school counselor, I have experienced the growing phenomenon of digital technology in students’ lives. Almost daily, students arrive at my door with negative issues related to texts, Twitter, or Facebook. The impact these experiences have on their lives can be disruptive, harmful, and long lasting. It is a challenge to help teens work through the hurtful messages other students send to them, knowing it would never have been said in person. I can’t help but wonder if some teens aren’t “hiding" behind their devices.

Nevertheless, not all experiences are negative. Some students report feelings of acceptance from online friends and a sense of belonging they have not encountered previously. Adolescents are able to communicate with others all over the world, learn new perspectives, and find peers who accept them for who they are. Many teens have expressed great satisfaction in the support they have received via friends and acquaintances, old and new, over the Internet. Many feel they would not have made it through difficult life situations without this support.

Living a life immersed in technology has become part of the culture for digital natives and one unfamiliar to many parents and educators. Therefore, many adults are ill equipped to handle complexities that may arise.

But this does not mean adults cannot step up and help. There are many resources available to them through a quick search on—you guessed it, the Internet. Counselors can also help by staying current on issues related to online safety and answer questions coming in from parents and students. Summer may be an especially important time to be aware of teens’ use of social media as they are spending more free time on their devices and wanting to stay connected to their peers.

Below, I’ve listed a few simple tips adults can use:

Become familiar with social media sites, understand privacy and security measures—know the “language” of the sites, for example: how to “block” someone on Facebook.

If you have a child who uses these sites, check their pages for activity, and who they are interacting with.

Have discussions with your child and/or students about online safety, appropriate disclosure of private information, engaging in chats with unknown individuals, and more.

Pew Internet Research is an organization devoted to researching the impact of the Internet on American life. Here is a link to a report on Internet use in teens: .

There are risks to interacting with strangers you do not know or have never met face to face. Teens are sharing more than words over instant messaging—they are sharing photos, links, music, and videos. Teens use these platforms to express who they are, communicate their ideas, and share their experiences. Regardless of what adults think (or desire), experts believe digital natives will continue to share personal information online even as they get older.

In my experience, most young people are not willing to give up their digital devices, regardless of the negative experiences they sometimes encounter. Therefore, adults need to work on finding ways to help teens navigate the social dilemmas of a digital world.

Laura Gallo has been a school counselor at Linn-Mar High School in Marion, Iowa, for the past eight years. She is also a graduate student in the University of Iowa College of Education pursuing her doctorate in Counselor Education and Supervision.



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Social Media is a Terrible Ecommerce Tactic - or is it?

Social Media is a Terrible Ecommerce Tactic - or is it? | Consumer Behaviour on the web |


Each quarter, ecommerce optimization firm Monetate publishes a report that analyzes traffic and conversion efficacy on thousands of leading e-retail websites. The report for the first quarter of 2013 peered into more than 500 million online shopping browser sessions. The results were shocking.

Along with my friend Mitch Joel, author of CTRL ALT DELETE, I was asked to evaluate and comment on these findings. There is a ton of interesting insights in the report, which I emphatically recommend you download for free:

Here’s some of what I wrote in my analysis:

Social media is categorically NOT a meaningful source of direct traffic to ecommerce websites or of direct purchase conversions on those sites. In fact, social media represented just 1.55% of all commerce traffic, and a conversion rate of less than three-quarters of one percent (.71%). In short, “social commerce” is a unicorn, at least in terms of last-touch attribution. (meaning that website visitors came from social directly)

It might be reasonable to conclude, therefore, that social media participation is over-hyped and disproportionately resourced for ecommerce websites. And from the perspective of “What channel were people using immediately prior to visiting the website?” that would be a viable hypothesis.

Is social ineffective or just invisible?

But the challenge for social media—and for word of mouth marketing—is that they are inherently additive pieces of the conversion funnel, rather than causative. Forrester Research suggests that word of mouth is part of 80% of all purchase funnels. At least some of this word of mouth is occurring via social media, with brand or product mentions spawning searches and/or direct URL entries that are included in this data. But, because social media wasn’t the final link in the chain, it gets none of the credit for the desirable consumer behavior it spurred.

Here’s an example of the role of social as a reputational and awareness assistant. My friend Ann Handley of MarketingProfs asked a question of her Facebook friends about a reliable source for contact lenses. Several recommendations surfaced for

At this point, if Ann went to her browser, typed in the URL, and made a purchase, full credit for that transaction would accrue to the direct channel. Similarly, if you recommend a hockey supply store to me at my son’s game, and I Google it to find the URL when I get home, is that a visit from search, or a visit due to word of mouth?

New research from Google shows that social media is very much an awareness-building vehicle, and less so a purchase-driving tactic.

In fact, of all the online behaviors studied by Google—which are almost identical to those examined by Monetate—social media is the second “earliest” (after only clicks on display advertising) in the average U.S. consumer’s purchase path.

Maybe it’s a sequencing problem?

Given the extreme stickiness of social networks (especially Facebook and Pinterest), it is indeed possible that part of the issue with social commerce is one of session interruption, whereby consumers don’t want to leave the visceral comforts of their social network by clicking a link and going shopping online, but would rather store the awareness of the deal in their noggin and visit the website later, when they are less ensconced in social media bliss. This, of course, would culminate in a website visit from the direct source, with no credit accrued to the ignition source of social.

Certainly on its face, the data in this Monetate report (which I really suggest you download) looks a little gloomy for social media as a revenue producer. Maybe that’s so. But I refuse to believe that all of our posting, sharing, and liking isn’t at least contributing to ecommerce traffic and sales, considering that we spend more time on social media than on web browsing and email combined.

The trick is proving it, which is why I very much recommend that website owners utilize the “Assisted Conversions” feature of Google Analytics (or similar functionality from another analytics platform) to better understand the entirety of the funnel and the evermore complicated interplay between the panoply of digital marketing and offline channels.

(disclosure: Monetate purchased copies of my new book, Youtility, in exchange for my contributions to their report)  




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