California Polytechnic State University Director of Research, Joan Lindsey-Mullikin, and Professor of Marketing, Norm Borin, compare and contrast three distinct decision models. Decision models include: (1) traditional media only, (2) traditional media and social media with only a communication capability, and (3) traditional media and social media with the added function of immediate purchase.
They argue that the ability to purchase a product online will decrease the number of brands considered and evaluated. Conversely, due to ease of online shopping the number of purchases and amount of brand advocacy will increase significantly. Merchandise purchases directly through social media channels continue to increase.
This article provides digital media marketers with important researched information to help you understand the consumer decision process helps you to plan more effective social media campaigns compatible with consumers’ decision-making processes.
Reference:
Lindsey-Mullikin, J., & Borin, N. (2017). Why strategy is key for successful social media sales. Business Horizons, 60(4), 473-482. https://doi-org.ezproxy.snhu.edu/10.1016/j.bushor.2017.03.005
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