GEO 106 Lecture Notes - Lecture 38: Data Mining, Consumer Behaviour, Media Studies
8 Apr 2018
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Document Summary
Accelerated diffusion of digital media // studies defined by new objects of investigation. Audiences/consumers reject passivity of television // web 2. 0 shift to internet. Convergent media consumers are intrinsically socially connected through content uploaded through social meida. Examine how and why people interact with communication mediums. Present innovative opportunities to examine displayed behaviour. All researcher to reach out and conduct studies within population. Research may be conducted through social media websites (feasible, low cost) Top 2 social media analytics: keyhole, agora plus. Real time interaction by social media changed management landscape. Consumers as pivotal authors of brand stories, through experiences. Consumer generated brand stories to ensure brand success. Plot, characteristics, a climax, and outcome (causes empathy) Theme for conversations between consumers and firms, and consumers by themselves. Differences between traditional brand management and the sm environment. Brand identity isn"t understood in same way for target audience.
