I am currently researching on the impact of the social media on consumers using the AIDA funnel. I have looked for published research, but I have not been able to find any research relevant to my topic. I would appreciate inputs from anyone working in this area.
Dear Cassie
Here are some source of references that you may want to consider:
http://www.hallaminternet.com/2014/apply-aida-model-digital-marketing/
Ashcroft, Linda, and Clive Hoey. "PR, marketing and the Internet: implications for information professionals." Library Management 22.1/2 (2001): 68-74.
Smith, Robert E., and William R. Swinyard. "Information response models: An integrated approach." The Journal of Marketing (1982): 81-93.
Lin, Yu-Shan, and Jun-Ying Huang. "Internet blogs as a tourism marketing medium: A case study." Journal of Business Research 59.10 (2006): 1201-1205.
Kelly, Kathleen J., et al. "The Community Readiness Model: A complementary approach to social marketing." Marketing Theory 3.4 (2003): 411-426.
best wishes,
yuz
here is another source:
Ketter, E., & Avraham, E. (2012). The social revolution of place marketing: The growing power of users in social media campaigns. Place Branding and Public Diplomacy, 8(4), 285-294.
Dear Cassie,
The old AIDA approach is linear and works in a progression from seeing to thinking to feeling to acting. It is a step by step progression from cognition to affection to action.
The current social media marketing takes an iterative approach. The system is a closed loop and has two overlapping cycles - the Buying cycle and the Owning cycle. The first loop is the old conventional awareness, education, consideration and action loop. The second loop brings in the feedback element of reception, usage, satisfaction, loyalty and finally social media based advocacy.
This linearity vs. circularity is the key difference between classic AIDA approach and the new social media approach.
I have a work in progress in this area.
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