The Marketing of Hedonic Media Products in the Context of Digital Social Media

The group of researchers treats scientific questions of marketing hedonic media products (hmps) in the context of digital social media (dsm). Hmps, as for example books, computer games, films, or music, have an eminent economic and societal meaning. For these products, social interactions play an especially important role. For instance, consumers of hmps are dependent on interactions with other consumers. This is the case, among others, because the product quality cannot be adequately assessed because of the character of the accumulated experience before the consumption, and because conspicuous consumption is very pronounced for hmps.

Dsm, as for example Facebook, Twitter, Spotify, or YouTube, increasingly influence consumer behaviour. A new quality of processes arises, especially considering information being spread quicker, reaching a broader target group and also reaching people the sender only has weak relations with.

Consumers get influenced more strongly in the development of preferences by their social environment and other consumers, so they get more power in the relationship with companies. This requires new forms of communication of companies. Dsm further lead to novel data about social interactions.

The novel processes and data have novel consequences for the marketing of products and services, that until now, have not been adequately researched. They form the centre of this research group. With this focus, the group concentrates on the economically and socially important area of hmps.

It is the aim of the research group to create an informed scientific comprehension of three interrelated topical areas on one continuum from “understanding” to “applying.” In the topical field A network structures in dsm get researched. It is about explicitly modelling structures and to understand how interactions develop. In topical field B consumer reactions in consideration of communication in dsm get researched. This means that the way individual consumers get influenced by the overall activity in the network underlies analysis. Topical field C treats market reactions on marketing activities in the context of dsm. All projects have the research of consequences of dsm on companies in the hmp industries as common denominator.

More Information (in German)

Contact:

Prof. Dr. Michel Clement (michel.clement@uni-hamburg.de)

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