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All Emotions Are Not Created Equal

All Emotions Are Not Created Equal | Branded Entertainment |
The study of emotions as they drive consumer behavior is still a relatively new focus for market researchers. It seems important at this early point to begin clarifying the various options for this...
Martin K.J. Waiguny's insight:

a really good reading for those who are intro emotion research. Emotions are really complex not just in their structure, but also in measurement and expression. They are genetic, learned, socialized and even subject of cognitive thinking.

Geveta Cook's comment, September 11, 2013 6:33 PM
Motivation as an emotion... I would have thought of motivation as a complex emotion. This article makes a case of it as a driving force - an antecedent to other emotions. Interesting piece Martin (it shall be most useful to me)
Souvantha Bouaaphone's comment, September 29, 2013 1:00 AM
the emotional forces of Motivation is the new term for me and it is very interesting to learn more about the relationship between this two variables.
shailni rana's comment, September 29, 2013 6:33 PM
for me emotion and motivation are two different things and i would say that both of these are important to influence consumer behaviour.
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How social is reshaping marketing's fundamentals

How social is reshaping marketing's fundamentals | Branded Entertainment |

Social media has revolutionized the basic tenets of marketing. Here's how it is deconstructing the venerable combination of price, product, placement, and promotion.

The four "Ps." It's hard to get through Marketing 101 without them. If anything was meant to be a foundation of marketing, it's the venerable combination of price, product, placement, and promotion. Now even this theory -- first put forth in 1964 -- is being reshaped. Social media and the customer intelligence available from it have revolutionized even these basic tenets of marketing. In some sense, the four Ps have been completely deconstructed. In all cases, they must be reevaluated.

Continue Reading ... 

Mat Bagnall's comment, March 21, 2013 4:29 PM
Very interesting article Alice :). To me this article underlines a logical and necessary leap that needs to be made in order for marketers to truly develop an understanding of the consumers within the markets the operate. The fact that many technological advances have been made towards connectivity and consumer engagement through social media and similar avenues, only reinforces the need for marketers to reassess the fundamental framework that is the Four P's.
Roshani Mehta's comment, March 21, 2013 4:50 PM
Marketers need to develop the original four P’s, this marketing idea does still hold relevance to marketing but for marketers to truly be successful they need to understand people. This fifth P is essential to the marketing mix. Social media makes it easier to gain insights into consumer behaviour with it being so easily accessible and easily tracked – marketers have no excuse than to take advantage of all that social media has to offer.
David Lusion's comment, August 15, 2013 1:20 AM
I think the statements in the article are quite fair, for a brand that has successfully manged it's social media well, it would have followers that care about the brand, this can be treated like a large focus group and asked critical questions as they are the front line supporters, and perhaps brand champions..
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Facebook leaps into games publishing - USA TODAY

Facebook leaps into games publishing - USA TODAY | Branded Entertainment |
Facebook leaps into games publishing
The company today said it plans to take a role beyond its position of games platform to that of promoter and publisher.
Martin K.J. Waiguny's insight:

interesting, it seems the social component in games get more important. Thus we will see more network theory applied in games.

David Lusion's comment, August 15, 2013 1:17 AM
I think we should also look at how games themselves have - been - perhaps even more of a social network then Facebook. According to Facebook, their platform is a designed to connect you to people you know in real life.. I see this as far less of a social experience then the design of a platform such as Steam, which not only seeks to connect players that are friends and share interactive experiences, but also connect people to strangers with shared interests (particular game genres) often leading to the development of online friendships.

I would be curious to see a study that compares the new friendships formed in different "social media" platforms and see what kind of relationships are formed within different online networks...