The globalization of social media: Consumer relationships with brands evolve in the digital space
G Hutton, M Fosdick - Journal of advertising research, 2011 - Taylor & Francis
G Hutton, M Fosdick
Journal of advertising research, 2011•Taylor & FrancisAbstract Editor's Note: The findings that follow represent a compilation from the first five
stages—or “Waves”—of a multi-stage Universal McCann (UM) global social-media study. As
the agency explains: Established in 2006, Wave's geographical coverage has mushroomed
from just 15 countries in Wave 1 with a sample of 7,500 to 54 countries in Wave 5 polling
more than 37,600 consumers in 2010. At the time of writing, Wave 6 is currently in field in 60
markets. Each of Wave's annual studies, from Wave 1 through to Wave 5, has seen a major …
stages—or “Waves”—of a multi-stage Universal McCann (UM) global social-media study. As
the agency explains: Established in 2006, Wave's geographical coverage has mushroomed
from just 15 countries in Wave 1 with a sample of 7,500 to 54 countries in Wave 5 polling
more than 37,600 consumers in 2010. At the time of writing, Wave 6 is currently in field in 60
markets. Each of Wave's annual studies, from Wave 1 through to Wave 5, has seen a major …
Abstract
Editor’s Note: The findings that follow represent a compilation from the first five stages—or “Waves”— of a multi-stage Universal McCann (UM) global social-media study. As the agency explains:
Established in 2006, Wave’s geographical coverage has mushroomed from just 15 countries in Wave 1 with a sample of 7,500 to 54 countries in Wave 5 polling more than 37,600 consumers in 2010. At the time of writing, Wave 6 is currently in field in 60 markets.
Each of Wave’s annual studies, from Wave 1 through to Wave 5, has seen a major lift in social media adoption. As the incidence has increased, and social media literacy has improved, its usage characteristics have also evolved. Often these changes have manifested themselves in ways we had not necessarily anticipated.
UM initiated Wave in 2006 because it realized there was a burgeoning array of social media that could evolve into a potent force in the consumer mediascape. While the observation might seem all too evident, when the initial study was organized in 2006, Facebook was predominantly a student Web site and Twitter was preparing to launch.
UM designed Wave to focus on individuals between the ages of 16 and 54 who are active Internet users. The UM Wave team defines active Internet users as those individuals who use the Internet every day or every other day. The reason for the focus on active Internet users is to interrogate the motivations and behaviors of those consumers who are most likely to drive change in the Internet. In addition, active users are more likely to be in the vanguard of social media and Internet adoption.
Wave 6 of the ongoing study will probe the rapidly expanding role of social commerce and attempt to determine how social media is having an impact on the consumer purchasing process.