MKTG-430 Lecture Notes - Lecture 12: Near Field Communication, Multiplayer Video Game, Augmented Reality
Document Summary
Discussion on topics, interest group sharing of information. Content aggregators hosting of content for information and entertainment. Mmorpg (massively multiplayer online role-playing games) multiplayer online games. Sales promotion on the internet: websites, social media, other forms of digital media. How consumers respond to brands on social media: new research: brand behavior affects consumers purchase decisions, audiences react adversely when brands cross the line, visual content that evokes strong emotion increases exposure. Bases of segmentation: geographic, demographic, psychographic, benefit, behavioral. The self-audit in social media: vision, validation, vindication, vulnerability, vanity. Motives for social media activities: affinity, personal utility, contact comfort, and immediacy, altruism, curiosity, validation. Social media segments: social technographic, pew internet technology types, microblog user types. Pew technology types: pew internet and american life product study, results- 10 digital lifestyle groups, groups based on 2 characteristics, whether they hold a positive or negative view of digital mobility their relationships with assets, actions, and attitudes.
