Hello!
I am interested in the field of experience economy and atmospherics and how can brands use this to leverage their social media marketing efforts.
In practitioner literature they are highlighting the trend of brands designing experiences purposively to be showcased on social media.
For example, restaurants are becoming "instagrammable" to increase the chances of customer taking photos and sharing it on social media.
Firms can design their offline space in a strategic way in order to get visitors motivated to generate user-generated-content and post it on social media, which increases the social media presence of the brand.
Although I have found a vast amount of research on experiences and atmospherics, I have not ben able to find literature related that has identified this specific gap.
Can anybody help me with this?
Does anybody know of any author that might have, even slightly, touched on this topic?
Is for my Master's Dissertation.
Thank you very much for your help.
My experience with atmospheric consumerism is limited however I stumbled upon an article by Philip kotler a while back ( journal retailing) and in that particular journal he tried to elaborate how purchase probability could be a leading factor when it comes to consumer atmospherics. However, if you take those particular principles and you combine them with: (Decoded; the science behind why we buy) I believe you can frame a solution to the problem you're trying to solve or at least it can act as a guideline as to how you can look at the market presently and draw a hypothesis In relation to atmospherics.
Hi Brian,
Thank you very much for your answer! I will check the sources you mention as there aren't many related to social media specifically.
Thank you again!
Of course! Web atmospherics and interface design is already documented in the literature. For example: Kluge, P. N., Königsfeld, J. A., Fassnacht, M., & Mitschke, F. (2013). Luxury web atmospherics: an examination of homepage design. International Journal of Retail & Distribution Management, 41(11-12), 901-916.
I think that is worthy to examine the interrelationship of aesthetics quality of social media interface, typing elements, graphics' dimensions and the two key concepts of usability.
Thank you very much for your answer George! However, I wasn't meaning Digital/Web atmospherics but actual physical atmospherics. Like a service or restaurant design or a brand experience physical/atmospherical design.
- Badges
- Science topic
- Similar topics
- Social Science
- Media
- Social Media