Dynamic social impact theory (DSIT) predicts the development of social representations of aggression

Service marketing focuses on service encounter stimuli, such as the servicescape, employee interactions, the core service, and other customers. The studies that have focused on other customers’ role as a social component of the service environment have led to the development of a comprehensive measure of other customer perception. Thus, based on the social impact theory, attraction theory and the theory of uniqueness, the study analysed the effect of Other Customer Perception (OCP), Need for Uniqueness (NFU and their interaction on service experience and revisit intention by employing a scenario-based quasi-experimental research design with a sample of 127 job holder postgraduate management students using convenient sampling technique. The study employed MANOVA GLM model and concludes that while the impact of consumers’ perceptions of other customers’ similarity does influence service experience of the customers, demonstrating that not only the restaurant itself, but also the entities in the surrounding network such as other customers have an impact on service experience and their revisit intention. Therefore, other customer effect, which works as a basis for service experience and revisit intention, should not be neglected when designing the surroundings in restaurant settings.

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Dynamic Social Impact Theory

Advances in Linguistics and Communication Studies - Reconceptualizing New Media and Intercultural Communication in a Networked Society ◽

10.4018/978-1-5225-3784-7.ch005 ◽

2018 ◽

pp. 113-139

Author(s):

Binod Sundararajan ◽

Elizabeth Tetzlaff

Keyword(s):

Social Media ◽

Social Impact ◽

Impact Theory ◽

The Creation

Following the sociocultural traditions of communication, the authors explore the commonalities between Latané's dynamic social impact theory (DSIT), and the concepts of homophily and heterophily, and find that the markers of DSIT appear quite strikingly similar to the concepts similarity espoused by homophily (i.e., clustering, correlation, and consolidation), while the continuing diversity in DSIT is very similar to heterophily, which exists in groups and cultures. The authors test these concepts by analyzing two different blog conversations and find support to the above propositions. In the process, the authors suggest that social media should be retitled sociocultural media as this media aids in the creation and maintenance of cultures that coexist with those of differing viewpoints.

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User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business ◽

10.4018/978-1-7998-9020-1.ch054 ◽

2021 ◽

pp. 1084-1106

Author(s):

Jemi Patel

Keyword(s):

Social Networking ◽

Social Impact ◽

Marketing Strategies ◽

User Generated Content ◽

Digital Marketing ◽

Computer Mediated ◽

Online Retailers ◽

Impact Theory ◽

Cosmetic Industry ◽

Luxury Cosmetics

Online retailers within the luxury cosmetics industry have grown in popularity due to a wider and more diverse catalogue of products. Beauty e-commerce has also seen an uplift due to the increase in blogs/vlogs and online YouTube tutorials which motivate customers to click through to brands and retailer sites through links and affiliate marketing. Given the importance of computer-mediated marketing environments, particularly the burgeoning Internet tapestry along with its various social networking platforms, it is fundamental for management to foster and understand how these emerging technologies impact on their marketing strategies. Drawing on social impact theory (SIT), this paper contends that user-generated content can provide the basis for brand managers in the cosmetic industry to re-evaluate their digital marketing strategies. The paper concludes with discussions about the value of social impact theory in the development of digital marketing strategies.

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Social Impact Theory

Encyclopedia of Social Psychology ◽

10.4135/9781412956253.n534 ◽

2012 ◽

Author(s):

Scott J. Moeller ◽

Brad J. Bushman

Keyword(s):

Social Impact ◽

Impact Theory

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Livestreaming vs pre-recorded

European Journal of Marketing ◽

10.1108/ejm-09-2017-0576 ◽

2018 ◽

Vol 52 (9/10) ◽

pp. 2075-2104 ◽

Cited By ~ 3

Author(s):

Tyson Ang ◽

Shuqin Wei ◽

Nwamaka A. Anaza

Keyword(s):

Social Presence ◽

Purchase Intention ◽

Structural Equation ◽

Social Impact ◽

Product Launch ◽

Equation Modeling ◽

Content Type ◽

Purchasing Intention ◽

Impact Theory ◽

Consumer Purchase Intention

Purpose Marketing researchers currently lack a systematic and empirical understanding of digital social viewing strategies. Drawing on social impact theory, this study aims to investigate if and how firm-initiated digital social viewing strategies (livestreaming vs pre-recorded) influence consumer viewing experiences and consequential behavioral intentions. Design/methodology/approach A scenario-based experiment was conducted with 462 participants. The study involved social viewing strategies in a new product launch context. Data were analyzed using structural equation modeling. Findings This study demonstrates that social influence cues (social presence and synchronicity) inherent in a livestreaming strategy induce a more authentic consumer viewing experience than a pre-recorded strategy, which in turn increases consumers’ searching and subscribing intention. However, a company’s social viewing strategy does not moderate the effect of search and subscribe intention on purchase intention. Research limitations/implications This study extends the application of social impact theory by showing that social presence and synchronicity impact authentic consumer viewing experiences, which influence consumers’ searching, subscribing and purchasing intention. Practical implications This study validates the importance of using social viewing as a viable digital marketing strategy for practitioners. The paper provides marketers ways to increase consumer purchase intention via livestreaming marketing content, particularly for new products. Originality/value This study extends the traditional research on social viewing into the realm of digital social viewing. It is among the first to delineate the advantages of both livestreaming and pre-recorded social viewing approaches.

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