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QUESTION 4 Critically evaluate how an understanding of the role of immediacy within Social Impact Theory (SIT) can be used to design engaging digital content

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QUESTION 4

Critically evaluate how an understanding of the role of immediacy within Social Impact Theory (SIT) can be used to design engaging digital content.

                                                          ANSWER GUIDE LINES-

REFERENCE book to be referred along with other good books or sites such as GOOGLE SCHO;AR or any site good MEETING the UK standards while preparing the HW answer - 

MUST REFER:-   Digital Consumer Behaviour and Workshop

MUST refer: -   Waite, K., and Perez-Vega, R. (2018), Chapter 5 Online Consumer Engagement, in The Essentials of Digital Marketing

Indicative Answer Plan

• Explanation of Social Impact as being Changes in physiological states and subjective feelings, motives and emotions, cognitions and beliefs, values and behaviour, that occur in an individual, human or animal, as a result of the real, implied, or imagined presence or actions of other individuals (Latane, 1981).

• Identification of what is meant by engaging digital content with reference to the concept of online consumer engagement

• Application of with examples of how immediacy is defined as being temporal, social and physical.

• Critical assessment should argue for the consideration of other influences upon engagement according to SIT, which are source strength and source numbers

• Critical discussion of the limitations of immediacy which a dependence on accurate targeting that may limit social media footprint, the frequent need to refresh content and accurate and life-state and life-style profiling.

• Basic (D) and Solid(C) answers will be accurate but tend toward description with no critical discussion and may have gaps in the definitions and identification of theory components.

• Better (B) answers will present a well-supported case for considering multiple influences and relate this to a particular digital example.

• Excellent (A) answers will introduce sophisticated arguments to consider other aspects of communication design such as message tone, appeal and information quality, alternatively critique might centre on the concept of engagement.

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QUESTION 5

Critically evaluate the risks and benefits of a leading brand choosing to use online crowdsourcing in product development

                                                          ANSWER GUIDE LINES-

REFERENCE book to be referred along with other good books or sites such as GOOGLE SCHO;AR or any site good MEETING the UK standards while preparing the HW answer - 

MUST REFER:-   Crowdsourcing

MUST REFER:-  Djelassi, S., & Decoopman, I. (2013). Customers' participation in product development through crowdsourcing: Issues and implications. Industrial Marketing Management

Indicative Answer Plan

• Definition of crowdsourcing as taking a job traditionally performed by a designated agent and outsourcing it to an undefined, generally large group of people in the form of an open call.

• Discussion of the risks and benefits of crowdsourcing (REFER - consumers and companies)

• Application to the context of product development i.e creation of new product formulations (flavour), testing new products, naming new products, designing promotional campaigns, creating new product lines.

• Basic (D) and Solid(C) answers will be accurate but tend toward description with no critical discussion and will not apply accurately to the context of product development

• Better (B) answers will provide a specific example of crowdsourcing by a leading brand and use this to illustrate and discuss the pros and cons in the specific context of product development. There will be clear evidence of engagement with set reading i.e Gen Y participatory culture. There may be a failure to consider fully the risks and benefits for both the consumer and the company

• Excellent answers (A) will summarise and comment on the critical debates surrounding crowdsourcing and will engage in depth with critical discussion of the ethics of this approach ie arguments relating to consumer exploitation and the replacing of paid labour and for companies the need to adopt an “open business mode