impact of consumer personality for facebook

8/9/2019 Impact of Consumer Personality for Facebook

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IMPACT OF CONSUMER

PERSONALITY FORFACEBOOK

Presented by:

Ashish Kumar Mukherjee

Anita Keswani.


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Consumer Personality:

Consumer behaviour is the study of when, why, how,

and where people do or do not use product. It blends

elements from psychology, sociology, social

anthropology and economics. It attempts tounderstand the users decision making process, both

individually and in groups. It studies characteristics

of individual consumers such as demographics and

behavioural variables in an attempt to understandpeople's wants. It also tries to assess influences on the

consumer from groups such as family, friends,

reference groups, and society in general.


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Facebook:

Facebook is a social networking website launched inFebruary 2004 that is operated and privately owned byFacebook, Inc., with more than 500 million active usersin July 2010.

In the last couple of years, Facebook has gone from acollege photo sharing site to a burgeoning business-networking platform for self-promotion, advertisingand multimedia interaction. With new apps and add-ons, Facebook users can send each other a virtual drink,create and host events, advertise their businessesthrough social ads, and more.


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Adaptation Process:

1. Awareness

2. Interest

3. Evaluation

4. Trial

5. Decision

6. Confirmation


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Personal Factors:

Age

Life-Cycle Stage

Life Style


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Psychological Factor:

(WANTS)

Wants

Based on a want or desire to have

something. Not a necessity.


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Psychological Factor (contd).

Motivation:

Freud

Ego Super Ego


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Psychological Factor

(Perception)

The process by which an individual selects,

organizes, and interprets inputs to create a meaningful

picture of the world.


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Psychological Factors:

LearningLearning

Changes in an individuals behavior arising

form experience.


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Psychological Factors:

BeliefsBeliefs

Descriptive thoughts that a person holds about

something.

AttitudesAttitudes

Enduring favorable or unfavorable cognitive

evaluations emotional feelings and actiontendencies.


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Social class:

Relatively homogenous, enduring divisions in

a society, hierarchically ordered with memberssharing similar values, interests, and

behaviors.


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Culture & Subcultures

Cultures

The accumulation of values, knowledge, beliefs, customs,

objects, and concepts that a society uses to cope with its

environment

Subcultures

Groups of individuals who have similar value and behavior

patterns within the group but differ from those in other

groups.


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Facebookfinding a niche

Competitors Orkut, Hi5, MySpace, Twitter,

ApnaCircle and many other social networking

sites.

As of now, it is a free networking site,

however, predicted that from August-

September onwards, it would be paid for

further revenue generation.


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Consumer Behaviour for Facebook

Social networks need for people to interact and get connected

Teenagers and early 20s consider a social taboo if not registered

on facebook.

Aged / matured individuals for networking with friends and

relatives (Linkedin used for corporate networking)

A platform where consumer can express and share his/her emotions

with all friends added up in the list.

Chatting

Posting blogs

Communities for social awareness

Event updates

Birthday updates / reminders


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Consumer Behavior for Facebook

(Contd.)

List of Applications impacting social/psychologicalbehavior of the consumers. These include

(a) Farmville: a virtual scenario created for farming industry

(b) Fishville

(c) Dogville

(d) Marketplace / E-cart (an application like Ebay, can buyvehicles, rent property, apparel, accessories, electronics)

(e) Horoscope / Tarot-card reading(f) Post and share you-tube applications

(g) Supermarket Sweep

(h) Airline tickets


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(Contd.)

List of applications (contd).

( i) Online education (through social awareness campaigns)

(j) Quotes factory (for proverbs/phrases)

(k) Ebook application

(l) SMS Mobile

(m) Mobile themes

(n) Picture Sink (utility that simplifies uploading photographs)

(o) Scribbed (portal wherein any document can be posted,

authenticity through facebook, access could be open ended or

close ended)


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(Contd.)

List of applications (contd)

(p) Advertisements create your own add (details of URL,body text, image and title ), adds posted on the right hand

side of an individuals profile(q) Celebrity pages (self-endorsement)

(r) Application builder (make your own questionnaires, etc.)

(s) Self-analysis test

(t)M

obile uploads via facebook(u) Beta tester (certain set of questions asked on webpage,useful for updating and improving services of facebook)


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(Contd.)

List of applications (contd)

(v) Internet TV

(w) Community called 160 by 2.com (free site wherein

the accesser can register using his email address and

can send around 5000 free messages)

(Facebook enhanced privacy settings as compared to

other networking sites such as Orkut, Hi5,M

yspace,etc).


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Impact on Consumer Personality

Socialities

Page-3ites

Celebrities

Brand ambassadors

People enthusiastic for networking

Businessmen (can use ebay/ecommerce cart)

School-going students / colgates (access ebooks, other social

awareness campaigns and blogs)

Any layman / individual (for networking)

Social workers (for creating awareness of social issues such as

HIV, Cancer, etc).


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impact of consumer personality for facebook

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