Marketing Research Seminar Series

Wirtschaftsuniversität Wien, Teaching Center TC.5.1613:00 - 15:00

Art Vortrag/Diskussion
Vortragende/rAndrew Stephen, University of Oxford
Veranstalter Department Marketing
Kontakt lieselotte.aschenbrenner@wu.ac.at

Talk by Andrew Stephen, Univer­sity of Oxford (GB), "Intended and Unin­tended Conse­quences of Consumer Use of Social Media"

 The „Rese­arch Seminar Series“ held by the WU’s Marke­ting Depart­ment helps to connect our Faculty with inter­na­tional scho­lars from the Marke­ting field. They are invited to present their latest rese­arch and discuss the current trends and deve­lop­ments in all major areas of marke­ting. The seminar is open to all WU facul­ties and students.

Abstract: Social media use conti­nues to rise around the world and plat­forms such as Face­book, Insta­gram, and Twitter are more popular than ever before. Given that billions of people around the world regu­larly use social media, in its various forms on a multi­tude of plat­forms, it is worth conside­ring how people consume this form of commu­ni­ca­tion and, criti­cally, what it does to them. In this talk, various conse­quences of consumer social media use will be considered, drawing on a series of rese­arch projects conducted over the last few years as well as ongoing work. Some of these conse­quences are intended and desired by marke­ters, and some are unin­tended and might lead to adverse outcomes for both marke­ters and consu­mers alike. Conse­quences of consumer social media use covered in this talk include: (1) How social media affects consumer psycho­logy, speci­fi­cally self esteem and self control; (2) The impact of social media use on online shop­ping beha­viors and the consumer “shop­ping mindset”; (3) The impact of social sharing of products on offline consump­tion; and (4) The links between social media use and psycho­lo­gical, physio­lo­gical, and economic dimen­sions of consumer well being. Impli­ca­tions for marke­ting prac­tice and public policy will be discussed.

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