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Understanding the Psychology of New Media Audiences From a Marketing Perspective
Abstract
Do new media/online audiences have similar psychology and behavior as offline audiences or is it different? If yes, why is the psychology and behavior of new media audience different from traditional media? Why do marketers need to understand new media user psychology to be effective? Let us look at some of the aspects of psychology of new media users and corresponding actions which marketers need to take. For example, in the case of increased tendency for social comparison, consumer behavior-social media has increased the human tendency for social comparison. It is easier to compare lifestyles on Facebook and Instagram, for example, and the users may also seek reassurance from other users. The impact of such comparison on social networking sites is likely to have primary influence of first degree network and secondary influence of second degree network. Marketing actions-advertisements and content can be created keeping in mind the human tendency for social comparison.
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