SMM2 - Motives of social media users & social community

What is the key difference between push and pull communication in marketing?

Push: company sends message one-way (top-down); Pull: consumer actively seeks out content because it's enjoyable (bottom-up)

What is the 5th P in the new marketing mix, and why was it added?

Participation; because social media gives consumers more input across all stages of the marketing process

What are the three types of media (owned/paid/earned) and how do they differ in reach and control?

Owned = your own channel; Paid = bought exposure; Earned = unpaid, e.g. eWOM; earned has the largest reach but least control

What does Uses & Gratifications theory state about media use?

People actively and selectively use media to satisfy specific needs/goals; media use is goal-oriented

What is the difference between gratifications sought and gratifications obtained?

Sought = the need a person expects to satisfy before using media; obtained = what actually happens, which can differ (e.g. seeking relief from boredom but getting stress)

What are the five social media use motives identified by Chen & Peng (2023)?

1. Expression and exhibition 2. Information seeking and sharing 3. Social interaction 4. Escapism and relaxation 5. Norm and trend following

What did Bazi et al. (2020) find about consumer motivations to engage with luxury brands on social media?

13 motivations grouped into 6 macro-dimensions, influencing cognitive, emotional and behavioral engagement

What is brand ethereality, and why is it relevant to luxury brands specifically?

A brand's capacity to let consumers fantasize about an ideal/fabulous life through its imagery; relevant because luxury brand engagement leans heavily on fantasy and status signaling rather than functional product benefits

What defines a social community, and what is the main reason people participate in one?

Platforms centered on collective activity among users sharing interests/identities, focused on relationships and conversation; social interaction is the main reason for participation

What are the three brand engagement strategies discussed in this lecture?

1. Conversations 2. Real-time marketing 3. UGC campaigns (participatory advertising)

Explain why engagement is considered more important than reach/fan count for brands

Most users are passive lurkers (90%); only a small percentage actively contribute or create content, so high reach without engagement won't generate ambassadors or real brand impact

What distinguishes open from closed social media sites, with examples?

Open = one-to-many/one-to-everyone (e.g. Facebook, Instagram, X); closed = limited audience (e.g. WhatsApp)