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Ivan Fernandes, Founder, Digital Business Partners

SOCIAL MEDIA PSYCHOLOGY

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SOCIAL MEDIA PSYCHOLOGY IS ABOUT UNDERSTANDING INDIVIDUAL BEHAVIOUR IN A SOCIAL MEDIA CONTEXT.

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SOCIAL MEDIA PSYCHOLOGY EVALUATES ATTITUDE FORMATION, THE STRUCTURE OF ATTITUDES, ATTITUDE CHANGE, THE FUNCTION OF ATTITUDES, AND THE RELATIONSHIP BETWEEN ATTITUDES AND BEHAVIOUR.

SOCIAL MEDIA MIND READERS’

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SOCIAL MEDIA PSYCHOLOGY? TELL ME MORE…

• LOOK AT HOW PEOPLE BEHAVE IN A GIVEN WAY IN THE PRESENCE OF OTHERS

• LOOK AT THE CONDITIONS UNDER WHICH CERTAIN BEHAVIOUR/ACTIONS AND FEELINGS OCCUR

• LOOK AT THE WAY HUMAN FEELINGS, THOUGHTS, BELIEFS, INTENTIONS AND GOALS ARE DEVELOPED AND HOW THEY TRANSLATE TO BEHAVIOUR

• LOOK AT HUMAN BEHAVIOUR AS INFLUENCED BY OTHER PEOPLE

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Social Media Facilitation

•Presence of others can facilitate certain behaviour

Social Media Learning

•Behaviour in the social world could be modelled through observation

Social Media Cognitive

Dissonance

•We are motivated to reduce inconsistencies that causes discomfort

Social Media Identity

•We need to maintain a positive sense of personal and social identity

Social Media Attribution

•Explanatory attributions to understand the world around consumers’ and to seek reasons for a particular event

Social Media Influence

•Conformity to social roles occurs as part of the social interactions and obedience is most likely to occur in an unfamiliar environment and in the presence of an authority figure

KEY CONCEPTS TO TAKE INTO CONSIDERATION

Strong positive communities drive positive behaviours

Addition of guides and “how to” drive positive behaviours

Increase product information &

FAQ’s to decrease negative feedback

Facilitate & encourage

personalisation

Reinforce perceived

benefits

Identify key influencers and

conformity drivers

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Understand how people develop their self-

concepts by varied means,

including introspection, feedback from

others, self-perception, and social comparison.

Social Media Self-Concept

Understand how people perceive, think about, and

remember information about

others.

Social Media Cognition

Guide people towards the adoption

of an attitude, idea, or behaviour by

rational or emotive means.

Social Media Persuasion

Social Media

Management

Social Media

Analysis

Social Media

Persona

DEVELOP A “TRUE” SOCIAL MEDIA EVALUATION

PROGRAMME

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SOCIAL MEDIA BEHAVIOUR

• CONSUMER SOCIAL BEHAVIOUR IS DYNAMIC

THINKING, ACTIONS AND FEELINGS ARE CONSTANTLY CHANGING

• CONSUMER SOCIAL BEHAVIOUR INVOLVES INTERACTIONS

THINKING, ACTIONS AND FEELINGS ARE INTERACTING WITH ENVIRONMENT

• CONSUMER SOCIAL BEHAVIOUR INVOLVES EXCHANGES

CONSUMERS GIVE UP SOMETHING OF VALUE TO OTHERS AND RECEIVE

SOMETHING IN RETURN

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WHAT MOTIVATES CONSUMERS TO CLICK ON THE “LIKE” ICON?

CONSUMER AFFECT AND COGNITION REFER TO TYPES OF MENTAL

RESPONSES CONSUMERS HAVE TO STIMULI AND EVENTS IN THEIR

ENVIRONMENT.

Affect Refers to feeling responses

CognitionConsists of mental (thinking) responses

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WHAT DOES IT MEAN TO “LIKE” A BRAND ON FACEBOOK?

EmotionsSpecific

feelingsMoods Evaluations

Higher arousal Lower arousal

Stronger feeling Weaker feeling

Types of affect

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AND WHY IS THIS IMPORTANT?

• BOTH AFFECT AND COGNITION ARE IMPORTANT FOR UNDERSTANDING SOCIAL MEDIA BEHAVIOUR.

• SATISFACTION HAS ELEMENTS OF BOTH AFFECT (I.E. LIKING A PRODUCT OR SERVICE) AND COGNITION (KNOWING WHY YOU LIKE THE PRODUCT OR SERVICE).

• MARKETERS’ NEED TO UNDERSTAND BOTH AFFECTIVE AND COGNITION RESPONSES TO DEVELOP OPTIMAL SOCIAL MEDIA STRATEGIES.

• COGNITION IS KEY TO DEVELOP A ROBUST STRATEGY.

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CONSUMERS’ LEARN EVERYTHING THAT THEY ARE FROM OTHERS. THEY ARE NOT BORN WITH BRAND OR SERVICE KNOWLEDGE ; THEY ACQUIRE THOSE FROM THEIR ENVIRONMENT & SOCIAL INTERACTIONS.

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Thank You!

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Ivan Fernandes, Digital Business Partners - @wearedbp

@ivan2012ivanf@wearedbp.com

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