The central theme of my analysis is consumers’ perceived social connectedness (or lack thereof) within the digital age. This thesis is in step with the topics of interest made public by the selling Science Institute (MSI 2014-2016) analysis priority tier #1: “How do social media and digital technology amendment client experiences and therefore the client path to purchase? however, do social media and alternative selling activities produce engagement? however and at what points do emotions have an effect on client decisions? however, ought to qualitative and quantitative strategies be combined to grasp the overall client experience?”
Using a mixed-methods analysis approach, I initial take a detailed investigate the construct of loneliness through the lens of a qualitative study. Results from the in-depth interviews within the qualitative study inform the later hypotheses development and experiment testing. Across a complete of 4 experiments, I examine a good approach during which marketers will style a brand’s social media ad so as to extend lonely consumers’ digital engagement. previous analysis suggests that loneliness sensitizes individuals to potential risks and danger within the surroundings (Cacioppo and Hawkley 2005; Cacioppo and Hawkley; general, Gardner, and Knowles 2004; Wang et al. 2012), and it is, therefore, plausible that lonely individuals are conditioned to suppose that they're on their own and can have to be compelled to scrutinize data that they encounter so as to observe out for the risks and danger. By doing, therefore, they're expected to like concrete thinking (vs. abstract thinking). Further, once lonely customers iatrogenic concrete thinking matches a concrete social media ad, process fluency results. (A concrete ad is one that uses careful and outlined pictures, wording, attributes, or ideas.) process fluency generates additional pleasure and elicits additional positive attitudes (Schwarz and Clore 1983; 1988) than process dis-fluency. Therefore, lonely customers are expected to own higher digital engagement with concrete social media ads than abstract ones.
This analysis conjointly contributes to the literature on loneliness by linking loneliness with a consumer’s informatics and analysis. I demonstrate that individuals UN agency are lonely have AN affinity toward concrete ad messages. My analysis shows that loneliness not solely affects consumers’ behaviors (materialistic and non-conformist) as steered by previous marketing research (Pieters 2013; Wang et al. 2012) however conjointly impacts their knowledge and sensory activity preferences in ads.
Collectively, this thesis provides immediate social control implications to content marketers and suggests sensible social media ad ways to extend consumer-brand engagement. Of import, my analysis makes a contribution to social media literature by building a bridge between online client segmentation and digital engagement within the context of social media communications. It contributes to our understanding regarding that client segments ar additional doubtless to interact betting on the kinds of social media ads they read. Broadly, my findings highlight the very fact that the extent of loneliness could render some social media ads more practical than others. Failing to contemplate the distinctive digital use preferences of lonely customers once planning social media ads will cause less effective selling communications.