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Author: Publisher: GRIN Verlag ISBN: 3346488985 Category : Business & Economics Languages : en Pages : 102
Book Description
Master's Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, , language: English, abstract: The present master's thesis addresses the subject of the development of cognitive dissonance and its potential inhibitory effects on the success of influencer marketing. The focus lies on the one hand on the investigation of the topic on the foundation of a theoretical literature analysis of meaningful theories, as well on the other hand on the execution of an empirical study. The theoretical investigation of the topic is carried out in the introductory chapter 'Identification and Initial Review of Key Literature' on the basis of literature and applied, practical examples. The empirical investigation is based on the research question: Which effect do cognitive disso-nances have on the purchase of products advertised by influencers?" and the hypothesis: Consumers tend to possess unconscious, automated attitudes in the arrangement of bias or stereotypes towards influencer marketing. In order to investigate these, an implicit association test with pictorial and literal stimuli to the categories influencer and classic advertising figure was created. In this study 59 persons participated as valid test participants. The central results of the research show that both explicit and implicit attitudes towards influencers and their form of marketing exist. Cognitive dissonances resulting from this are very likely, though an actual slowing down of these attitudes on the purchasing process of products advertised by influencers cannot be confirmed fully. Since the proven implicit attitudes only show a medium IAT effect, a retardation of the purchase decision can be assumed. However, as current figures from influencer marketing indicate, a final inhibition cannot be assumed in total.
Author: Publisher: GRIN Verlag ISBN: 3346488985 Category : Business & Economics Languages : en Pages : 102
Book Description
Master's Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, , language: English, abstract: The present master's thesis addresses the subject of the development of cognitive dissonance and its potential inhibitory effects on the success of influencer marketing. The focus lies on the one hand on the investigation of the topic on the foundation of a theoretical literature analysis of meaningful theories, as well on the other hand on the execution of an empirical study. The theoretical investigation of the topic is carried out in the introductory chapter 'Identification and Initial Review of Key Literature' on the basis of literature and applied, practical examples. The empirical investigation is based on the research question: Which effect do cognitive disso-nances have on the purchase of products advertised by influencers?" and the hypothesis: Consumers tend to possess unconscious, automated attitudes in the arrangement of bias or stereotypes towards influencer marketing. In order to investigate these, an implicit association test with pictorial and literal stimuli to the categories influencer and classic advertising figure was created. In this study 59 persons participated as valid test participants. The central results of the research show that both explicit and implicit attitudes towards influencers and their form of marketing exist. Cognitive dissonances resulting from this are very likely, though an actual slowing down of these attitudes on the purchasing process of products advertised by influencers cannot be confirmed fully. Since the proven implicit attitudes only show a medium IAT effect, a retardation of the purchase decision can be assumed. However, as current figures from influencer marketing indicate, a final inhibition cannot be assumed in total.
Author: Dariusz Dolinski Publisher: Routledge ISBN: 1317599632 Category : Psychology Languages : en Pages : 181
Book Description
Every day we are asked to fulfil others’ requests, and we make regular requests of others too, seeking compliance with our desires, commands and suggestions. This accessible text provides a uniquely in-depth overview of the different social influence techniques people use in order to improve the chances of their requests being fulfilled. It both describes each of the techniques in question and explores the research behind them, considering questions such as: How do we know that they work? Under what conditions are they more or less likely to be effective? How might individuals successfully resist attempts by others to influence them? The book groups social influence techniques according to a common characteristic: for instance, early chapters describe "sequential" techniques, and techniques involving egotistic mechanisms, such as using the name of one’s interlocutor. Later chapters present techniques based on gestures and facial movements, and others based on the use of specific words, re-examining on the way whether "please" really is a magic word. In every case, author Dariusz Dolinski discusses the existing experimental studies exploring their effectiveness, and how that effectiveness is enhanced or reduced under certain conditions. The book draws on historical material as well as the most up-to-date research, and unpicks the methodological and theoretical controversies involved. The ideal introduction for psychology graduates and undergraduates studying social influence and persuasion, Techniques of Social Influence will also appeal to scholars and students in neighbouring disciplines, as well as interested marketing professionals and practitioners in related fields.
Author: Danny Brown Publisher: Que Publishing ISBN: 0133391647 Category : Business & Economics Languages : en Pages : 279
Book Description
Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins. • Put the customer—not the influencer—at the center, and plan influence marketing accordingly • Recognize where each prospect stands in the purchase life cycle right now • Clarify how your consumers move from brand preference to purchase • Identify key micro-influencers who impact decisions at every stage • Gain indispensable insights into the context of online relationships • Recognize situational factors that derail social media brand recommendations • Understand social influence scoring models and overcome their limitations • Re-engineer and predict influence paths to generate measurable action • Master the “4 Ms” of influence marketing: make, manage, monitor, measure • Transform influence marketing from a “nice-to-have” exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com
Author: Mats Alvesson Publisher: SAGE ISBN: 1446244733 Category : Reference Languages : en Pages : 362
Book Description
Praise for the First Edition: 'Reflexive Methodology is a textbook indispensable to any young researcher. It does not tell its readers how to do research. It does something much more important: It shows how research has been done in the qualitative tradition, thus encouraging the readers to make their own choices' - Barbara Czarniawska, Goteborg University 'I would go so far as to argue that this book should be on the reading list of all social scientists and philosophers with an interest in the theory and practice of research' - Prometheus Reflexive Methodology established itself as a groundbreaking success, providing researchers with an invaluable guide to a central problem in research methodology - how to put field research and interpretations in perspective, paying attention to the interpretive, political and rhetorical nature of empirical research. Now thoroughly updated, the Second Edition includes a new chapter on positivism, social constructionism and critical realism, and offers new conclusions on the applications of methodology. It also provides further illustrations and updates that build on the acclaimed and successful first edition. Reflexivity is an essential part of the research process. In this book, Mats Alvesson and Kaj Skoldberg make explicit the links between techniques used in empirical research and different research traditions, giving a theoretically informed approach to qualitative research. The authors provide balanced reviews and critiques of the major schools of grounded theory, ethnography, hermeneutics, critical theory, postmodernism and poststructuralism, discourse analysis, genealogy and feminism. This book points the way to a more open-minded, creative interaction between theoretical frameworks and empirical research. It continues to be essential reading for students and researchers across the social sciences.
Author: Michael Pantalon Publisher: Little, Brown Spark ISBN: 0316134651 Category : Business & Economics Languages : en Pages : 163
Book Description
If you want to motivate your employees to be more productive, convince your customers to use more of your products and services, encourage a loved one to engage in healthier habits, or inspire any change in yourself, renowned psychologist Dr. Michael Pantalon can show you how to achieve Instant Influence in six simple steps. Drawing on three decades of research, Dr. Pantalon's easy-to-learn method can create changes both great and small in 7 minutes or less. This scientifically tested method succeeds in every area of work and life by helping people tap into their deeply personal reasons for wanting to change and finding a spark of "yes" within an answer that sounds like "no."
Author: June Price Tangney Publisher: Guilford Press ISBN: 9781572309876 Category : Psychology Languages : en Pages : 292
Book Description
This volume reports on the growing body of knowledge on shame and guilt, integrating findings from the authors' original research program with other data emerging from social, clinical, personality, and developmental psychology. Evidence is presented to demonstrate that these universally experienced affective phenomena have significant implications for many aspects of human functioning, with particular relevance for interpersonal relationships. --From publisher's description.
Author: Duncan Brown Publisher: Routledge ISBN: 0750686006 Category : Business & Economics Languages : en Pages : 252
Book Description
For those involved in marketing and sales, this book offers essential analysis of how to identify who has influence, how they apply it, and how marketers can turn it to their advantage. This work is one of the first books to give an overview of one of the fastest growing marketing techniques to have emerged in the last ten years.
Author: Nathalie Nahai Publisher: Pearson UK ISBN: 0273781588 Category : Business & Economics Languages : en Pages : 274
Book Description
As legions of businesses scramble to set up virtual-shop, we face an unprecedented level of competition to win over and keep new customers online. At the forefront of this battleground is your ability to connect with your customers, nurture your relationships and understand the psychology behind what makes them click. In this book The Web Psychologist, Nathalie Nahai, expertly draws from the worlds of psychology, neuroscience and behavioural economics to bring you the latest developments, cutting edge techniques and fascinating insights that will lead to online success. Webs of Influence delivers the tools you need to develop a compelling, influential and profitable online strategy which will catapult your business to the next level – with dazzling results.
Author: Ralf Schwarzer Publisher: Taylor & Francis ISBN: 1317763696 Category : Psychology Languages : en Pages : 460
Book Description
The goal of this book is to illustrate the change in emphasis during the 1980s from one dominated by a behaviouristic perspective to one much more congnitive in its emphasis. It is aimed at research psychologists and graduate-level psychology students.
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Author: Dariusz Dolinski
Author: Danny Brown
Author: Robert B. Cialdini
Author: Mats Alvesson
Author: Michael Pantalon
Author: June Price Tangney
Author: Duncan Brown
Author: Nathalie Nahai
Author: Ralf Schwarzer