Brand Community and Consumer Behavior †MyAssignmenthelp.com

Question: Discuss about the Brand Community and Consumer Behavior. Answer: Introduction The social network is said to be a community constitution that is made up of the individuals, the various organizations, interactions between the individuals and the dyadic attachments. The prospective of the social network gives a set of methods to analyze the arrangement of the complete social entities along with the explanation of the patterns that are seen in these structures. The marketing of the business of an organization on the social media helps to increase the awareness of the brand in the target market of the organization. The social networks are the fastest growing industry around the globe. To identify the advantages and the disadvantages of the use of the social networks in the business To elaborate on the literature review with stating the pros and cons of the usage of the social networks in business The scope of this project is the identification of the use of the social networks in business. The advantages and the disadvantages of using the social media for the promotion of the brand of the organization or the business have also been discussed. The social networks have become the new boundary for the businesses to apply the marketing policies. There are different types of social networks available nowadays. The most frequently used social media platforms are Facebook, Google+, Instagram, LinkedIn, and Pinterest. The marketing and promotion of the business by social networks has its own advantages and disadvantages. The social network can be exploited for the information that it provides on the customer behavior with regard to the intention of the purchase. Research has further shown that the businesses should incorporate the social networking sites into their business representation or the promotional mix (Goh, Heng and Lin 2013). Defining social media The organization has to have an understanding of each aspect of the social networks for the promotion of the business online. The probability of the social network gives a set of schemes to analyze the arrangement of the entire social entities along with the rationalization of the patterns that are seen in these structures. The advertising of the business of an organization on the social media helps to enhance the knowledge of the brand in the target market of the organization (Aral and Walker 2012). The social networking sites are varied in nature. These can be operated from the laptops, desktops, mobile phones and tablets. The business organization is able to share their ideas, photographs, videos and other posts on the platform of the social networks. The social networks allow the organization to gather various participants, information and make the buying decisions. The CSM that is the Consumer Sentiment towards the Marketing is the feature that the researches of the organization require to measure how the customers recognize the marketing on social media. The concept of this CSM refers to the sentiments that the customers have for marketing and the market area. The perception of an individual human being of the total market area plays an important role in the utilization activities. The customer technology readiness refers to the inclination of the people to embrace and utilize the innovations in technology that required to attain the target of the business organization. The social network has the advancement to provide the platform for the business organization to interact and keep in touch with their customers. The marketers and the advertisers of the businesses utilize the social networking sites to reach their clients and provide the organization a new way to increase their growth. It is important for the business organization to be aware of the issues, which affect the attitudes and the motives of the customers. The customers are attracted and driven by the appealing factor of the brands that is organized by the respective company. The research examines the features of the social networking sites that affect the attitude and the intentions of the clients. The members on these social networking sites disclose their information on these social networking sites, which helps the business organizations receive information. The clients perceive the promotion and the advertising of the businesses in a different manner depending on the social networks that play a major role in determining the response of the clients. The social networks promote the approach from one customer to another, exploiting the customers to share their experiences and creation of a common knowledge on the products and the services offered by the business organization (Scott 2017). The social ne tworks also provide a direct channel of communication with the clients by the help of the business to customer approach. The responsiveness of the intention of the customers is important due to the provision of a deeper comprehension of what persuades the clients and the customers to create content about the brand. User Generated Content The social network provides a never-ending opportunity for communication between the clients, customers and the business organization. The user-generated content helps to produce a social currency for the promotion of the business of the organization and helps to define the brand. This user-generated content portrays the different forms f the media content that is available in the public without any cost and is created by the end users. Hence, the social currency is when the personalities share the brand information of the business organization about the brand. This social currency affects the performance of the business. The social capital is formed on an individual level and occurs in the association among the individuals. The connection of the individual can help to develop the brands of the businesses into an important part of the interactions of the clients and the customers through the help of social networks. The businesses should have a presence of their brand on the various social networks to increase the number of the client audience. According to the recent research the publicity to the electronic word of mouth messages, generate more amount of interest in the category of the product than the exposure to the information that is produced by the marketers. Nowadays the customers and the clients are knowledgeable about the products and the services that they consume. This is because of the internet that is the social network, which empowers them to gain the access to the information, which creates active co-producers of value (Heidemann, Klier and Probst 2012). The customers and the clients are the co-producers of the value, which provides the business organizations with a great amount of investment due to the increase in the brand awareness. This helps to signify the importance of the electronic word of mouth messages in the marketing community of today. The social network as Facebook helps the clients and the customers of the business organization to be the message senders and pass on the ads to their acquaintances and friends. It also enables them to connect to the advertisers and the promoters explicitly, comment on the advertisements, and then post those respective comments on the viral channels. The businesses are realizing a need for the creation of their own brand presence on the social network platform. This is done to stay informed and keep a track of the consumer generate content surrounding the brand and the marketing of the brand. The companies are not able to directly control the messages from one customer to the other customer, but they influence the conversations that the clients and the consumers participate surrounding the product and the services. Viral Advertising The viral advertising is a way by which the trader are promoting and marketing more information about the products and the services that are offered by the business organizations. The viral move towards the online advertising has an advantage due to the communication being targeted to an intended customer of the brand. The viral interaction affords the marketer to get a higher amount of the creative license through the message delivery standard, which is more personal and personalized in nature. This helps to increase the likelihood to reach the audience members. The viral advertising is an unpaid peer communiqu of provoking content that originates from a sponsor who is identified using the internet to convince or influence the addressees to pass the substance to the others (Zaglia 2013). This viral advertising differs from the user-generated content due to the identified sponsor who is associated with the advertisement thereby signifying the source of the advertisement and who has c reated it. The social media provides for a new arena for the brand marketing and the clients and the customers contribute to the communication of the brand, the business in an active manner, when the business organizations try to gain control of the marketing. The interaction and communication between the customers dominate the force of the distributing of the messages that are created by the advertisers. The main concept for the business organizations is to consider the responsiveness of the customers, which in turn will decide the promotion and the marketing strategies that are placed on the social networks. The mutual communication between the customer and the marketer will make it complicated to isolate the influence of the exposure of the advertisement (Diani 2013). This means that the focus of the evaluation of advertising will require shifting the focal point on the process and the outcome. It is important to measure the interaction of the customers with the advertisements that are displayed online by the businesses to create successful campaigns of marketing on the social network. The social media platforms allow the exposure of the business to the community at a lower cost than the traditional methods of marketing. The establishing of the business with the help of the social network platform helps to target the new customers and enables in making the brand more visible. The social networks also help to facilitate the two-way interaction and communication, which helps to improve the consumer service. This permits the business to attain new information about the customers of the respective business organization and modify the communications according to that knowledge. The main advantage of using the social networks for business is related to the cost. Most of the social media platforms are free of charge to access, creation of the profile and posting of the information. The audience voluntarily seeks information regarding the business and follows the page of the organization, which helps the company to reach its desired target market (Borgatti, Everett and Joh nson 2013). The click through rates and the pay-per-click type of advertisements on these social networking sites allow the reach to the accurate addressees. The person who comes across the post by the respective company spreads the news to more people within their own network. This allows the information to reach a huge number of audiences in a short period of time. The investment of the company in the social networks as a marketing tool enables the identification of the missing links that connect the company with the customers. The brand awareness of the product and the services of the respective organization through the social networks are increased. The social media advertising and marketing helps the validation of the brand. The presence of the business in the social networks informs the consumers about the activeness of the brand and focuses on the thriving communiqu with the customers. The marketing through the social networks helps to increase the customer loyalty. The recei ving of the quick response on the social media allows the consumer to the recommend the brand of the company to others. The social network is a powerful marketing tool but it is not free of the risks pertaining to it. The followers are liberated to post the comments on the social media platform that exposes the businesses to a possible negative publicity. The immediate response may reduce the damage that has been caused due to these comments but the obliteration of the criticism from the feed and the page if the business cannot be done. The hackers also pose a threat to the businesses that are there on the social networks. The attacker can invade the page and the feed of the company and share fake information that can go viral. The renowned businesses have been a victim to these attacks by the hackers (Kadushin 2012). Hence, the small businesses also require taking security precaution during the creation of passwords and sharing of information related to this with their personnel. The updating of the account on the social media consumes time and effort. The information is visible for a short period of time as the new posts replace the older posts. The presentation of the information if not available in the form of a conversation then there will be loss of followers. There are also other risks involved when using the social networks as the promotion tool in businesses. The unavailability of a clear marketing strategy on the social network may reduce the benefit of the business of the organization. The additional resource that may be required has to be managed by the presence of the business online. The social networks require daily monitoring. The real benefits may not be visible if the social networks are not managed in a proper manner. There also the risk of unsuitable behavior on the site that may cause harassment. There may also be leak of information, which is great risk. Conclusion Thereby this report serves the purpose of identifying the advantages and the disadvantages of the use of the social networks in the business. This report has also elaborated on the literature review with stating the pros and cons of the usage of the social networks in business. 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