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Additionally, their prevalence on mainstream media makes their faces more recognizable, and more likely to obtain a larger platform following. According to research on 2023 social media influencers, Cristiano Ronaldo, Charli D'amelio, and Kylie Jenner are among the top ten, seen promoting various products through their platforms. These content ...
COBRA (consumers' online brand related activities) is a theoretical framework related to understanding consumer's behavioural engagement with brands on social media. [1] [2] COBRA in literature is defined as a “set of brand-related online activities on the part of the consumer that vary in the degree to which the consumer interacts with social media and engages in the consumption ...
In this context the concept of e-marketing, or digital marketing, has made its way, that is applying the concepts of marketing through the internet technology. Kotler states that the electronic marketing is " the effort of the company to inform, advertise and sell products and services via the Internet ". [ 4 ]
Research shows customers are more likely to pass on negative experiences, and therefore, such interactive platforms have a significant impact on purchase decisions and brand outlook. [36] This highlights a trend in integration of consumer behavior with marketing communications, where technology has facilitated social group communication.
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". [11] [12] [13 ...
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and the media effect are topics relating to mass media and media culture's effects on individuals' or audiences' thoughts, attitudes, and behaviors. Through written, televised, or spoken channels, mass media reach large audiences.
Consumer information is the most important element for consumer protection and policy decisions. It is the solution to issues ranging from online transactional threats, behavioural targeting, loss of privacy and other problems. [5] A consumer should treat every purchase as an important investment.