Blog Week 3
This blog aims at providing insights to the understanding of consumer behaviour which has become very complicated with the existence of the world of social media. Although research on consumer behaviour field has been seeking lately to understand the digital behaviour of the consumers. Marketers and academics risk offloading their market understanding to the algorithms, keeping marketers out of the loop, and losing the ability in understanding their consumer and their reactions.
Understanding Digital Consumers
Understanding digital consumers starts with recognizing their unique behaviours shaped by technology and information access. These savvy buyers are well-informed because they consult multiple sources, scrutinize details, and expect immediate, relevant content. That means websites must be fast, responsive, and engaging to avoid losing attention.
Digital consumers also actively participate in the online ecosystem to share experiences, write reviews, and generate content that others trust. Influencers and peer opinions hold significant sway, so brands should cultivate authentic relationships with industry‑aligned advocates rather than pursuing celebrity endorsements.
Source from: Understanding Digital Consumers
Communities, Cultures and Digital Acculturation
Understanding communities and cultures in the digital age requires acknowledging how individuals and groups form cultural identities, exchange meaning, and adapt as they migrate into online spaces. Virtual communities and online groups united by shared interests, values, or cultural ties—serve as dynamic micro-cultures where norms, language, and rituals evolve through interaction rather than assigned by geography.
Digital acculturation describes this process of cultural adaptation, where individuals engage with new digital contexts while retaining elements of their original cultural identity. Scholars identify four acculturation strategies—integration, separation, assimilation, and marginalization adopted as users engage with online communities.
Digital consumer culture features three defining: characteristics empowerment, identity decompartmentalization, and reciprocity between online and offline worlds, which shape how digital acculturation unfolds.
Source from: https://doi.org/10.1016/j.ijinfomgt.2019.102057
Influencer & Impact On Social Media
In the world of brand marketing, not all influencers are created equal. Read on for how the marketing industry ranks content creators on IG, and where the size of your community comes into play.
Nano influencers typically have fewer than roughly 10,000 followers and offer highly authenticated, community-focused content. Their smaller audiences often translate to high engagement rates (around 4%) and very low collaboration costs, making them ideal for niche or local campaigns.
Micro influencers, with roughly 10,000–100,000 followers, strike a balance between reach and authenticity. Brands value them for strong trust among community members and tailored content that resonates with niche audiences.
Mid-tier influencers have a following that ranges between 100,000 and 500,000 on IG, this influencer has the potential to expand brand awareness through storytelling and featuring projects like new product launches or collaborations.
Macro influencers boast between 100,000 and up to 1 million followers. They provide broader visibility while still maintaining relevance within focused interests, often used for mid‑funnel marketing efforts.
Mega influencers, including celebrities, have over 1 million followers and excel at generating brand awareness at scale. However, they often deliver lower engagement rates and come with high costs—most suited to top-of-funnel campaigns.
Sources from: Types of Influencers Explained: Nano, Micro, Macro, and Mega | Social Studies