Digitalt engagement & adfærdsøkonomien

Nikoline Frank Markussen

Student thesis: Master thesis

Abstract

The development and growing reach of Web 2.0 have changed to way companies interact with consumers from being transactional to relational. Web 2.0 is all about interactive dialogues and engagement with the consumers, but new opportunities can also mean new challenges: What can the companies do when the digital consumer engagement is missing? The purpose of this thesis is to investigate how companies can use principles from behavioural economics to affect the consumers’ behaviour on digital medias with digital content marketing. Empirical data from 98 consumers have been gathered through a quantitative Internet-interview, where different questions have been asked regarding digital content, communication platforms and content tools. The analysis shows that it is possible to influence the consumers’ behaviour in different situations with digital content marketing. The consumers are mostly influenced by interaction-oriented content, but also task-oriented and self-oriented. Consumers are very willing to engage with companies, when the communication is influenced by horizontal opinion leaders. They consider others attitude towards a product before deciding and they consider the product/company to be more trustworthy, when recommended by others. Consumers are also influenced by vertical opinions leader when engaging with a company, but there seems to be a general lack of trust from the consumers, which the companies need to address. The companies can also influence the consumers with task-oriented content, such as offers, subscriptions and memberships. Through this analysis of consumer behaviour, it has been observed, that consumers sometimes make decisions which deviates from the principle of rationality. Especially heuristics and bias are present in all types of content, but the consumers also show behaviour, which is affected by principles from the prospect theory and intertemporal choices. It is possible for the companies to use a more strategic approach, when they wish to influence the consumers’ behaviour on digital medias.

EducationsMSc in Psychology, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2017
Number of pages132