Please join us virtually via Periscope this Friday June 22, 2018 at 3pm EST for “Social Media Marketing: A Consumer Perspective,” a Social Media Lab Research Talk by Dr. Jenna Jacobson.
The talk is based on a soon to be released paper “Social Media Marketing: A Consumer Perspective” by Dr. Jenna Jacobson and Dr. Anatoliy Gruzd. The paper will be presented later next month at a workshop (Advances in Theory and Practice of Digital Marketing and fsQCA Workshops) at Swansea University in the UK.
Abstract: The ready access and availability of social media has opened up a wealth of data that marketers are leveraging for strategic insight and digital marketing. After the Cambridge Analytica scandal and the new GDPR regulations, there is a growing need to understand consumers’ attitudes towards the use of their digital footprints. Furthermore, there is a lack of professional norms regarding the use of social media in marketing and a gap in understanding consumers’ attitudes towards marketers’ use of their social media data. Guided by social contract theory as a theoretical lens, we analyzed a census-balanced sample of online adult Canadians (n=751) to identify consumers’ perceptions of using social media data for marketing purposes with a focus on three common functions in digital marketing: opinion mining, targeted advertising, and customer relations. The overarching goal of the research is to develop a theoretical framework to explain consumers’ attitudes towards this emerging practice by examining relationships between consumers’ information privacy concerns, concerns about social threats, self-disclosure, and gratifications with their comfort with marketers using their social media data. By understanding what drives consumer comfort with this emerging marketing practice, we can propose strategies for marketers that can support and mitigate consumers’ concerns so consumers can maintain trust in marketers’ digital practices.