Simulación de la Propuesta 1

Traditional communications models (Figure 1.1) centre on mass communications, and as noted previously, as media have become increasingly fragmented, it has become less effective. Traditional communications models fail to account for the now empowered consumers and their ability and propensity to control the messages to which they are exposed and to discuss and pass on communications to one another in relation to messages or indeed pass on the message itself. Li and Bernoff (2008, p.

36) argue that ‘this grounds well of people using technologies to get the things they need from one another, rather than from companies, is now tilting the balance of power from the company to customer'.

(Solomon, 2004)

As technologies have evolved, particularly the advent of the Internet and social media tools, consumers have become more empowered and enabled to interact with and pass on company messages. The Internet and social media also provide organisations with the opportunity to partake in two-way dialogue with consumers themselves and to achieve ‘producer-consumer interaction7. Figure 1.2 illustrates the advanced web communications model.

Figure 1.2 Advanced web communications model

(Smith and Taylor, 2004).

Models such as this account for the fact that consumers talk to one another and pass messages on to one another (Constantinides, 2008). Furthermore, Nielsen (2009, p. 3) suggests that ‘if the successful ad model can be found’, advertising revenue may be primarily generated from social media as opposed to traditional online media.

1.5.2 U tilising C o n n ectio n s fo r M a r k e tin g in SN Ss

A s depicted in Figure 1.3. traditional social networks (those m aintained offlin e only)

are lim ited. The figure also illustrates how ever, the prolific network o f contacts that a

com pany can potentially access due to online social networks.

The concept o f ‘scale-free* networks can also be applied in terms o f the Internet and

S N Ss. T hese networks contain nodes with a number o f links that can spread to other

nodes in many areas or networks linked to one another through com m on m em bers.

T hese networks work on the principles o f growth and preferential attachment. This

underlines the importance o f connectedness and critical m ass within S N Ss. Where a

member (node) is highly connected, there w ill be many friends and the likelihood o f

developing relationships with an extended network o f friends. This in turn w ill

increase the likelihood o f connections (links) to other networks and thus increase

com m unication capabilities and reach, increasing the size o f the overall network.

These networks can provide an ideal medium for marketers to generate w ord-of-

mouth (W O M ) in relation to products and services (Barabasi and Bonabeau. 2003).

Eccelston and Griseri (2 0 0 8 ) establish that G lad w ell's (2 0 0 0 ) categorisation o f

influencer groups can also be applied in an online as w ell as offlin e context. He

categorised these groups as m avens. connectors and salespeople. Eccelston and

Griseri (2 0 08) further build upon these categories, applying them in the context o f

consum er behaviour. M avens are those w h o gather product and serv ice inform ation

and are asked by others to provide information in relation to these products and

services. Connectors are those w h o essentially connect to others and connect others

they know to on e another. This category o f influencer is one w ho has discussed

products and services with at least tw o other individuals. S alesp eop le are those w h o

influence others to buy or refrain from buying products and services. The authors

explain that the majority o f SN S m em bers behave as connectors do. H ow ever, in

exhibiting this behaviour, they are lacking a k e y elem ent o f E ccelston and G riseri's

(2008) influencer types - they are not discussing products and services with each other via SNSs.

MacKelworth (2007, p. 3) maintains that ‘technology enabled networks of interaction have extended the social network to become a global mechanism of exchange between social actors with important repercussions for the distribution and influence of marketing communications'. The author stresses the need for a different approach in reaching and engaging customers in online social networks as a result of the subsequent power that has been bestowed upon consumers due to these networks. He finds that trust and tie strength are essential factors influencing consumer purchasing decisions. In addition, a two-way dialogue between that source of information and the consumer will be of more influence than one-way communications. The author conveys that ‘what is important for the marketing paradigm is to dedicate resources to engaging with them to lower the reception threshold of marketing communications by encouraging influencers external to the company to promote and evangelise new service and product offerings’ (MacKelworth, 2007, p. 30).

Phelps et al. (2004) highlight the importance of comprehending what motivates people to pass on messages and the behaviour of these individuals. They do so in the context of email messaging. The authors emphasise the importance of delivering relevant and interesting emails to the correct targets, those who are interested in these messages and are likely to pass them on to others. These targets, the authors identify as viral mavens and high opportunity infrequent senders. Viral mavens are those who receive many messages and tend to pass on a large percentage of messages. High opportunity infrequent senders are those who receive few emails but exhibit the

tendency to pass on the majority of the messages they receive. These targets will only send on those messages that they deem to be interesting and relevant. As a result, the message content is essential.

In essence, the emergence of SNSs means that companies are presented with the opportunity to reach and engage consumers and their contacts, not only within their immediate network, but also their extended network of contacts. These networks can provide an ideal medium for marketers to generate WOM in relation to products and services within these networks. Not only this, but there is the potential for WOM to spread to other networks on the basis of nodes or members common to two or more networks (Barabasi and Bonabeau, 2003, Enders et al., 2008). The challenge facing marketers is how to integrate themselves into conversations between SNS members and initiate WOM among consumers in online SNSs. Given that SNSs centre on communication between participants, a different approach is required if marketers are to reach and engage consumers via this medium. It is not acceptable to push messages onto users as this will be regarded as an invasion of their privacy.

Marketers must seek to pull consumers in and engage them in dialogue, encouraging them to pass on company messages (Gillin, 2007, Kozinets, 1999, Meadows-Klue, 2007).