Social Media and Advertising Theory

Gangadharbatla, Harshavardhan

doi:10.4324/9780203149546-38

Advertising Theory 2012

DOI: 10.4324/9780203149546-38

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Social Media and Advertising Theory

Harshavardhan Gangadharbatla¹

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Influence of Post Covid Change In Consumer Behaviour of Millennials On Advertising Techniques and Practices

Rashi

Bist

Asmawati³

et al. 2021

att

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The pandemic caused by Covid 19 has kicked off survival strategies from vulnerable groups of people to small businesses, which has challenged the core operating practices and modified consumption patterns. Thus, effective marketing strategies are imperative in these times, that not only convey values of the brand but also resonate with people. Market disruptions are most likely to impact millennials and Gen Z and given the exploration and spending propensity, millennials are most likely to drive demand during the pandemic as well as in the post pandemic world. This research proposal aims to explore how consumer habits have changed during pandemic, how likely these habits will stick in the post pandemic world and how advertising needs to be transformed which relates best with millennials. The methodology involves a detailed analysis of literature and gathering insights from social media sites through big data. This research investigates the impact of avoiding deterministic automatisms purchasing processes, implying the need to understand, from an academic and conceptual standpoint, the utility of the set of business strategies to truly influence consumer purchasing behaviour of Millennials.

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Influence of Post Covid Change In Consumer Behaviour of Millennials On Advertising Techniques and Practices

Rashi

Bist

Asmawati³

et al. 2021

att

View full text Add to dashboard Cite

show abstract

Effects of Brand Feedback to Negative eWOM on Attitude Toward the Product

Bhandari

Rodgers²

2019

SMC

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Brands often provide a response, or brand feedback, to negative online reviews or electronic word-of-mouth (eWOM). The current research investigates whether brand feedback to negative eWOM by reviewers can impact information processing of visiting consumers who read the negative eWOM to make a purchase decision, particularly on the consumers’ attitude toward the featured product. Results from a 2 (Brand Feedback: Present/Absent) X 2 (Products: Laptop/TV) between-subjects experiment show the presence of brand feedback may have implications for consumers’ information processing online. Although the effects found were not very strong, the findings nevertheless did give some indications brand feedback to negative eWOM can affect consumer’s attitude toward the featured product. The study tends to support the usefulness of a dynamic (two or multi-way information flow between reviewers, brands, other consumers) rather than static (one-way information flow from reviewers to others) conceptualization of eWOM that allows for brands’ participation.

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Social Media and Advertising Theory

Cited by 2 publications

References 1 publication

Influence of Post Covid Change In Consumer Behaviour of Millennials On Advertising Techniques and Practices

Influence of Post Covid Change In Consumer Behaviour of Millennials On Advertising Techniques and Practices

Effects of Brand Feedback to Negative eWOM on Attitude Toward the Product

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