Social media research: influencing the influencers

One of the central concepts in marketing theory is the idea that some individuals are more influential than others, and that these influencers play a central role in driving adoption of new products and services. From a customer service perspective, when these influencers are dissatisfied, they are able to drive disproportionally large numbers of customers, and potential customers, away. This report includes two pieces of research to help organisations engage with, and manage, online influencers. The first investigates the role of hyperinfluencers in online rate-and-review sites. Whilst existing research suggests that most individuals who post online are motivated by feelings of altruism or reciprocity this study found that the hyperinfluencers viewed reviewing products as a form of entertainment, creating ‘game’ elements out of the review process. The second piece of research examined the role of influence on social media sites, specifically Facebook, and questions whether it is possible to build effective brand communities on Facebook. The effectiveness of Facebook as a tool for building relationships with customers has been questioned, with some arguing that Facebook has only a limited value for marketers as a platform for promotions and offers. The research indicates that effective brand communities can be built on Facebook, but many brands are currently adopting social media community strategies that actually destroy brand value. For both pieces of research recommendations are provided for best practice in maximising the beneficial effect of online influencers, and minimising the potential for damaging brands online

Exploring reidentfication risk: is anonymization a promise we can keep?

The anonymisation of personal data has multiple purposes within research: as a marker of ethical practice, a means of reducing regulation and as a safeguard for protecting respondent privacy. However, the growing capabilities of technology to gather and analyse data have raised concerns over the potential reidentification of anonymised datasets. This has sparked a wide-ranging debate among both academic researchers and policy makers as to whether anonymisation can continue to be relied upon. This debate has the potential to create important implications for market research. This paper analyses the key arguments both for and against anonymisation as an effective tool given the changing technological environment. We consider the future position of anonymisation and question whether anonymisation can retain its key role given the potential impact on both respondent trust and the nature of self-regulation within market research

Consumer engagement in online brand communities: the moderating role of personal values

Purpose Despite growing recognition of the importance of consumer engagement with new technologies, a gap remains in terms of understanding the antecedents, consequences and moderators of online consumer engagement (OCE). This paper aims to address this gap by exploring the relationship between personality traits, OCE, perceived value and the moderating role of personal values. Design/Methodology/Approach A theoretical framework anchored in the extant OCE literature is tested through a study of 559 users of two distinct firm-hosted online brand communities (FHOBCs). Findings Findings suggest that three personality traits – extraversion, openness to experiences and altruism – are positively correlated with OCE. OCE is related to two types of perceived value, namely social value and aesthetic value. The personal values of conservation and self-enhancement moderate the relationships between the three identified personality traits and OCE. Research limitations/implications Future research into OCE should consider the application of this study’s conceptual framework across different cultures to account for the fast changing nature of online communities. Practical implications Understanding how personality traits drive OCE and what value consumers receive from engagement in online communities can help managers to better segment and evaluate consumers. Engagement and levels of activity within these online communities can be improved accordingly. Originality/Value This study’s contribution to the OCE literature is threefold. Firstly, the study provides new insights regarding personality traits as antecedents of consumer engagement with FHOBCs. Secondly, the study reveals the first insights into the role of personal values in the relationship between personality traits and OCE. Specifically, conservation and self-enhancement emerged as moderators of the relationship between three personality traits (extraversion, openness to experiences, altruism) and OCE. Thirdly, the study yields support for perceived value types (social value and aesthetic value) that emerge as consequences of consumer engagement in FHOBCs

What are the basic self-monitoring components for cardiovascular risk management?

<p>Abstract</p> <p>Background</p> <p>Self-monitoring is increasingly recommended as a method of managing cardiovascular disease. However, the design, implementation and reproducibility of the self-monitoring interventions appear to vary considerably. We examined the interventions included in systematic reviews of self-monitoring for four clinical problems that increase cardiovascular disease risk.</p> <p>Methods</p> <p>We searched Medline and Cochrane databases for systematic reviews of self-monitoring for: heart failure, oral anticoagulation therapy, hypertension and type 2 diabetes. We extracted data using a pre-specified template for the identifiable components of the interventions for each disease. Data was also extracted on the theoretical basis of the education provided, the rationale given for the self-monitoring regime adopted and the compliance with the self-monitoring regime by the patients.</p> <p>Results</p> <p>From 52 randomized controlled trials (10,388 patients) we identified four main components in self-monitoring interventions: education, self-measurement, adjustment/adherence and contact with health professionals. Considerable variation in these components occurred across trials and conditions, and often components were poorly described. Few trials gave evidence-based rationales for the components included and self-measurement regimes adopted.</p> <p>Conclusions</p> <p>The components of self-monitoring interventions are not well defined despite current guidelines for self-monitoring in cardiovascular disease management. Few trials gave evidence-based rationales for the components included and self-measurement regimes adopted. We propose a checklist of factors to be considered in the design of self-monitoring interventions which may aid in the provision of an evidence-based rationale for each component as well as increase the reproducibility of effective interventions for clinicians and researchers.</p