Term
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Definition
Online media where users submit comments, photos & videos - often accompanied by feedback process (to 'like' something on facebook)
aka "consumer-generated media" |
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Term
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Definition
The degree of acoustic, visual & personal contact between 2 communication partners.
i.e. face-to-face is higher in richness than telephone call
the higher the media richness the greater influence |
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Term
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Definition
How much an individual shares thoughts, feelings, likes, and dislikes in a social interaction.
The greater self-disclosure the more influence they are likely to have.
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Term
| How is time to delivery of communication different in traditional vs social media? |
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Definition
Social media is instantaneous.
Traditional media can takes days or months - extensive time lags. |
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Term
| What are apps and why are they important? |
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Definition
Apps are small, downloadable software programs that run on smartphones & tablets.
Price comparison, loayalty programs, location-based promotions. |
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Term
| How did Nestle's overreation to Greenpeace make things worse? |
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Definition
| When Nestle overreacted it just brought more attention to the KitKat palm oil deforestation issue - KitKat facebook page was taken over by people opposed to deforestation and Nestle ended up changing to palm oil suppliers not linked to deforestation. |
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Term
| What is an example of social media in global marketing? |
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Definition
Czech Republic T-Moblie ad - went viral
Used a multidomestic global marketing strategy - ad was tailored to local country's consumers. |
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