The Behaviour Of Connected Consumer Following Communication By Social Media: Exploratory Study On Moroccan Ready-To-Wear Brands

Abstract

Understanding consumer behavior allows companies to act better when faced with an individual whose choices are becoming more and more changeable due to numerous stimuli. Moreover, the corporate brand understood that it was necessary to actively participate in exchanges with consumers to have some control over their behavior and since social media is a dynamic form of social grouping where groups are already formed by affinities, tastes and trends, it is the best means of communication to promote brands. The objective of this article is to identify the complex relationship, the different articulation and the causal relationships that exist between communication by social media and consumer behavior in a Moroccan context through an exploratory qualitative study conducted with 14 managers in the Moroccan ready-to-wear sector. The textual analysis of speeches allowed us to identify a set of variables that characterize consumer behavior following communication by social media.

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

“…As a result, companies have to deal with consumers with increasingly different choices due to the action of many influencing factors. This is the reason why the specialists think that a better understanding of their behaviour can help in making decisions about marketing strategies [85]. This new kind of consumer, called by specialists the generation C, is increasingly adopting a digital lifestyle, posing as a category of the connected users composed of different categories of consumers.…”