Featured Research

from universities, journals, and other organizations

Empowering your customers? Think twice about social media campaigns

Date:
July 26, 2013
Source:
University of Chicago Press Journals
Summary:
Companies that empower consumers by involving them in important processes such as product development shouldn't also try to influence them through social media, according to a new study.

Companies that empower consumers by involving them in important processes such as product development shouldn't also try to influence them through social media, according to a new study in the Journal of Consumer Research.

Related Articles


"Peer-to-peer marketing and consumer empowerment may not be compatible. Empowered consumers resist social influence by either discounting the opinions of others or deliberately expressing opinions that diverge from those of other consumers," write authors Mehdi Mourali (University of Calgary) and Zhiyong Yang (University of Texas, Arlington).

Empowering the consumer has become a popular business practice. For example, M&M's, Mountain Dew, and other brands seek to empower consumers by giving them some control over product development (customers are allowed to vote on new colors, flavors, or products). At the same time, companies are increasing their attempts to influence consumers through social media.

Previous research has assumed that empowered consumers either pay no attention to the opinions of other consumers or dismiss them entirely when judging a product. However, the authors found that consumers who were made to feel empowered didn't always just ignore the opinions of others. In fact, some empowered consumers deliberately expressed opposing views and rebelled against attempts to influence them.

Companies that succeed in empowering their customers may find it difficult to implement a successful social media campaign. Empowered consumers will either ignore or rebel against any perceived attempt to influence them.

"Many companies have embraced the concept of consumer empowerment. However, they should consider whether attempts to integrate social influence (word-of-mouth marketing, social network marketing, buzz marketing) might backfire with empowered consumers," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Mehdi Mourali and Zhiyong Yang. The Dual Role of Power in Resisting Social Influence. Journal of Consumer Research, October 2013

Cite This Page:

University of Chicago Press Journals. "Empowering your customers? Think twice about social media campaigns." ScienceDaily. ScienceDaily, 26 July 2013. <www.sciencedaily.com/releases/2013/07/130726131253.htm>.
University of Chicago Press Journals. (2013, July 26). Empowering your customers? Think twice about social media campaigns. ScienceDaily. Retrieved November 25, 2014 from www.sciencedaily.com/releases/2013/07/130726131253.htm
University of Chicago Press Journals. "Empowering your customers? Think twice about social media campaigns." ScienceDaily. www.sciencedaily.com/releases/2013/07/130726131253.htm (accessed November 25, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Tuesday, November 25, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are Female Bosses More Likely To Be Depressed?

Are Female Bosses More Likely To Be Depressed?

Newsy (Nov. 24, 2014) — A new study links greater authority with increased depressive symptoms among women in the workplace. Video provided by Newsy
Powered by NewsLook.com
Winter Can Cause Depression — Here's How To Combat It

Winter Can Cause Depression — Here's How To Combat It

Newsy (Nov. 23, 2014) — Millions of American suffer from seasonal depression every year. It can lead to adverse health effects, but there are ways to ease symptoms. Video provided by Newsy
Powered by NewsLook.com
Could Your Genes Be The Reason You're Single?

Could Your Genes Be The Reason You're Single?

Newsy (Nov. 21, 2014) — Researchers in Beijing discovered a gene called 5-HTA1, and carriers are reportedly 20 percent more likely to be single. Video provided by Newsy
Powered by NewsLook.com
Milestone Birthdays Can Bring Existential Crisis, Study Says

Milestone Birthdays Can Bring Existential Crisis, Study Says

Newsy (Nov. 21, 2014) — Researchers find that as people approach new decades in their lives they make bigger life decisions. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins