Comments
yourfanat wrote: I am using another tool for Oracle developers - dbForge Studio for Oracle. This IDE has lots of usefull features, among them: oracle designer, code competion and formatter, query builder, debugger, profiler, erxport/import, reports and many others. The latest version supports Oracle 12C. More information here.
Cloud Expo on Google News
SYS-CON.TV
Cloud Expo & Virtualization 2009 East
PLATINUM SPONSORS:
IBM
Smarter Business Solutions Through Dynamic Infrastructure
IBM
Smarter Insights: How the CIO Becomes a Hero Again
Microsoft
Windows Azure
GOLD SPONSORS:
Appsense
Why VDI?
CA
Maximizing the Business Value of Virtualization in Enterprise and Cloud Computing Environments
ExactTarget
Messaging in the Cloud - Email, SMS and Voice
Freedom OSS
Stairway to the Cloud
Sun
Sun's Incubation Platform: Helping Startups Serve the Enterprise
POWER PANELS:
Cloud Computing & Enterprise IT: Cost & Operational Benefits
How and Why is a Flexible IT Infrastructure the Key To the Future?
Click For 2008 West
Event Webcasts
Research Exposes the Danger of Displaying "Fans" in Social Media Settings

Is social media's power to let consumers see other "fans" of a brand always a boon for marketers?

CHICAGO, Nov. 21, 2012 /PRNewswire-USNewswire/ -- Believing in social media's power to build groundswells of popularity, firms have pursued large numbers of "likes" or "fans," subsequently displaying the profiles of these brand supporters to target customers. However, new work by researchers at The Ohio State University and the University of Pittsburgh suggests that, in fact, consumers' exposure to existing fans in social media contexts can hurt, not help, brands.

(Logo: http://photos.prnewswire.com/prnh/20111102/DC96044LOGO)

The analysis appears in an article by Rebecca Walker Naylor, Cait Poynor Lamberton, and Patricia M. West published in the November issue of the American Marketing Association's Journal of Marketing.

"We find that if a consumer sees people who are demographically like them supporting a brand, they'll likely do the same," says Cait Lamberton, Assistant Professor of Marketing at the University of Pittsburgh.  "But seeing that people unlike them have already 'liked' a brand can alienate a newcomer. So, it's a risk to randomly display fans' profile pictures if you don't know the demographic of your target or which fans will come up onscreen. The match really matters."

So what can firms do? The authors recommend restraint in the display of brand supporters' information. "Interestingly, if consumers don't see any pictures of specific supporters, they make the inference that people who use the brand are just like themselves. As a result, liking and purchase intentions are as positive in this case as for customers who saw demographically matching supporters."

As a whole, the authors suggest that if a firm is unsure about who their target is or who will be displayed on their social media platform, their enthusiasm for displaying the profiles attached to consumer "likes" should be tempered. Not displaying any fan information can be as good as making a perfect match between current and prospective customers. Further, the authors suggest that consumers should be aware of their tendency to infer that unidentified brand supporters are like themselves, as that tendency may lead them toward brands that in fact may not match their personal preferences.

About the American Marketing Association:
The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Learn more at marketingpower.com.

Contact: Christopher Bartone – 312.542.9029 – cbartone@ama.org

SOURCE American Marketing Association

About PR Newswire
Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Cloud Developer Stories
Technology vendors and analysts are eager to paint a rosy picture of how wonderful IoT is and why your deployment will be great with the use of their products and services. While it is easy to showcase successful IoT solutions, identifying IoT systems that missed the mark or fail...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organ...
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs,...
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing s...
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his gen...
Subscribe to the World's Most Powerful Newsletters
Subscribe to Our Rss Feeds & Get Your SYS-CON News Live!
Click to Add our RSS Feeds to the Service of Your Choice:
Google Reader or Homepage Add to My Yahoo! Subscribe with Bloglines Subscribe in NewsGator Online
myFeedster Add to My AOL Subscribe in Rojo Add 'Hugg' to Newsburst from CNET News.com Kinja Digest View Additional SYS-CON Feeds
Publish Your Article! Please send it to editorial(at)sys-con.com!

Advertise on this site! Contact advertising(at)sys-con.com! 201 802-3021



SYS-CON Featured Whitepapers
ADS BY GOOGLE