Digital Customer Analysis

Assessment 1 (Individual): Digital Customer Analysis
Word limit: 3,000 (+/- 10%)
Weighting: 30%, submitted both in-class and online

Topic: Choose 3 products on Amazon.com top 100 bestselling products. Analyse customers who purchase these three products using theories and frameworks discussed in class.

ASSIGNMENT 1 TEMPLATE

1. Introduction: What are the 3 chosen products? (description, sale ranks, competition condition etc …) Apply BLOCK 1 in your discussion. (300 words max)

2. Customer decision journey. (700 words max)

3. CUSTOMER PROFILING – using Facebook – compulsory
A. Customer interests – general (200 words max)
B. Investigate customer interests for 3 products, compare and contrast them. (800 max)
C. Design 3 customer profiles based on your analysis in 3B, each profile is for 1 product. Rationale and/or explain the profiles. Explain why targeting the profiles you develop would give brand competitive advantage over conventional demographic targeting. (1000 words max).
Appendix
Provide references of all statistics and sources if you obtain them from places other than Facebook.
Regarding Facebook searches, provide screenshots of your search results here. This is compulsory, especially for search results that support important direction in your customer profiling decision. Merely provide a URL to Facebook is not sufficient.

Tips:
Do not start your analysis with demographics.
Do not choose brands that are too famous.
Novelty products are more interesting than utility products to talk about.
Be ANALYTICAL – not DESCRIPTIVE
Use tables, charts, diagrams and other visuals to demonstrate your answer.
Always, always, always draw a thoughtful conclusion at the end of your assignment (a thoughtful conclusion isn’t a summary).

Reading List
Required
Batra & Keller (2016) “Integrating Marketing Communications: New Findings, New Lessons, and New Ideas,” Journal of Marketing, 80, 122-145.
Green, Melanie C., and Timothy C. Brock (2000), “The Role of Transportation in the Persuasiveness of Public Narratives”. Journal of Personality and Social Psychology, 79(5): 701-721.
Lamberton & Stephen (2016) “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry,” Journal of Marketing, 80, 146-172.
Kumar et al (2016) “ From Social to Sale: The Effects of Firm-Generated Content in Social Media on Consumer Behavior,” Journal of Marketing, 80. 7-25.
Yadav & Pavlou (2014) “Marketing in Computer-Mediated Environments: Research Systensis and New Directions,” Journal of Marketing, 78, 20-40.
Reference
Argo, Jennifer J., Rui (Juliet) Zhu, and Darren W. Dahl (2008), “Fact or Fiction: An Investigation of Empathy Differences in Response to Emotional Melodramatic Entertainment”. Journal of Consumer Research, 34(February): 614-623.
Escalas, Jennifer Edson (2007), “Self-Referencing and Persuasion: Narrative Transportation Versus Analytical Elaboration”. Journal of Consumer Research, 33(March): 421-431.
Green, Melanie C., and Timothy C. Brock (2000), “The Role of Transportation in the Persuasiveness of Public Narratives”. Journal of Personality and Social Psychology, 79(5): 701-721.
Megehee, C. M. and Woodside, A. G. (2010) “Creating Visual Narrative Art for Decoding Stories That Consumers and Brands Tell” Psychology & Marketing, Vol. 27(6): 603–622.
Doan T. Nguyen (2014) “Charity appeal story with a tribal stigma anti-climax twist – consequences of revealing unanticipated information in storytelling”, Journal of Strategic Marketing, available online 10 July 2014.
Nguyen (Natalie) Truong, Doan T. Nguyen & Nicole Hartley (2014), Consumer social identity: cool and single or caring and attached, Journal of Strategic Marketing,
Russell, Cristel Antonia (2002), “Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude”. Journal of Consumer Research, 29(3): 306-318.
Stern, Barbara A. (1994), “Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Consumer Effects”. Journal of Consumer Research, 20(March): 601-615.
Wang, Jing, and Bobby J. Calder (2006), “Media Transportation and Advertising”. Journal of Consumer Research, 33(September): 151-162.
Woodside, A.G. (2007) “Using the forced metaphor-elicitation technique (FMET) to meet animal companions within self” Journal of Business Research, 61: 480-87.
Woodside, A.G., Sood, S. and Miller, K.E. (2008) “When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing” Psychology & Marketing, Vol. 25(2): 97–145.

Reading and Reference Material
For reading list, and reference material, please open the folder.

The links below are here for your easy access, and for those who don’t open folders.

Inspiration for content Facebook page

https://www.facebook.com/error404officialteam/

Buzzfeed

https://www.buzzfeed.com/?country=au

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