By Yao Yuxiang & Lídia Concustell
The fact that digital media culturally matters is undeniable but showing how, where, and why it matters is necessary to determine some global presumptions and implications. Ethnographic approaches allow us to study a culture, understanding culture as a broadened concept which includes any group or organization. Accordingly, we can analyze the culture of a defined cluster. In order to deepen on research methods, we want to identify how social media actually impacts on consumer behavior. The idea is to conduct various researches to differentiate the impact of social media on consumer behavior. I sincerely consider media have become central to the articulation of cherished beliefs, practices, and modes of being in the world.
In the interest of stablishing relationships between social media and consumer performance, we distinguish two clusters to be focused on. On one hand, first group refers to Elders, not very active on the social network. On the other hand, second group is referred to Millennials, totally exposed to trends on the social network. The intention is to recognize and categorize how the two groups react to tendencies, either online or offline tendencies, and how easily they decide to follow those trends.
In order to excavate on the issue, we started with the interview method to get a qualitative analysis. Among the participants, the social network usage varies from 20 minutes to 90 minutes. Regarding product advertisement, people did not distinguish significantly between social network marketing and world of mouth. Although few did follow social trends, in particular healthy trends, they are mostly familiar with tendencies. The one thing that we can really state is that individuals with high social media interaction are more able to be persuaded in buying a product or service either by a surrounding recommendation or personalized advertisement.