Dear Asad,
The social Network marketing and communications has emerged as one of the emerging field of study. The digital revolution has given pace for social network to grow exponentially and Marketers use of this medium in attracting customer and reaching the message of product to customers and promoting their products and services by influencing them and manipulating their behaviour towards their offers.
my following paper may be useful for taking the study ahead
Consumers' behavior information in social networking sites is not completely private and secure. It is studied and utilized by marketing and advertising agencies in two major respects:
- Collecting information and analyzing individual interests, activities and habits with respect to goods and services of various market segments
- Pushing individually targeted advertisements of particular goods and services back to the social networking sites, based on analyses performed in the item above
Also, see my (and my co-author) US Patent Application outlining certain aspects of these processes:
http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch-bool.html&r=9&f=G&l=50&co1=AND&d=PG01&s1=mizrah&OS=mizrah&RS=mizrah
United States Patent Application
20110137975
Dipankar Das, Len L. Mizrah
June 9, 2011
SECURE PROFILING METHOD PROVIDING PRIVACY IN SOCIAL NETWORKING SYSTEMS
Abstract
The present invention includes devices and methods for enabling private and secure data collection by profile servers relating to users that are associated with a profiling user in a social networking system. Particular aspects of the present invention are described in the claims, specification and drawings.
By accessing to the concept/ingredients of consumer behavior, and consumers’ social media behavior/decision, hopefully the following papers could help:
- Darley, W. K., Blankson, C. and Luethge, D. J. (2010) Toward an integrated framework for online consumer behavior and decision making process: A review, Psychology and marketing, 27, 2, pp. 94-116.
- Heinonen, K. (2011) Consumer activity in social media: Managerial approaches to consumers' social media behavior, Journal of Consumer Behaviour, 10, 6, pp. 356-364.
- Holbrook, M. B. (1987) What is consumer research?, Journal of Consumer Research, 14, 1, pp. 128-132.
- Mangold, W. G. and Faulds, D. J. (2009) Social media: The new hybrid element of the promotion mix, Business horizons, 52, 4, pp. 357-365.
- Sirgy, M. J. (1982) Self-Concept in Consumer Behavior: A Critical Review, Journal of Consumer Research, 9, 3, pp. 287-300.
Shu-Chuan Chu & Yoojung Kim (2011) Determinants of consumer engagement
in electronic word-of-mouth (eWOM) in social networking sites, International Journal of Advertising,
30:1, 47-75
To link to this article: http://dx.doi.org/10.2501/IJA-30-1-047-075
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