Recently, consumers’ behaviour, and especially their social life, have changed dramatically. Researches have shown that a modern user spends more time in the virtual environment (VE) while communicating with friends, relatives, brand representatives, or “influencers” than in the traditional environment. These changes are influenced by the rapid development and adaptation of social technologies. Social technologies include a wide range of mobile applications – social networks, games, blogs, micro blogs, and more. These technologies enable users not only to demonstrate higher social activity but also spend more time on VE. It challenges businesses to meet these up-to-date consumer needs. As a result, companies are looking for ways to encourage consumers to socialize on VE and achieve the desired outcomes – creating a connection and striving for loyalty. Consumers’ social behaviour on VE (likes, comments, sharing, and emoticons) can be encouraged by different characteristics of corporate messages: the type of message content and media and the language of the text. Representatives of foreign and Lithuanian companies identify the main problems associated with social networks and most often apply the “test and error” method, which requires very high time costs and does not always ensure the desired results.
Depending on the aspects of this problem, the “Sociability Tool” is being developed based on the innovative methodology of neuromarketing and linguistics. It allows you to analyse the content of corporate social networking accounts. It enables companies to create new and improve the existing communication strategies, compare them with the activity of their competitors and respond quickly to the changing consumer needs on VE. This analysis of a granular level allows you to identify which message stimuli are most effective and to which the users are indifferent.
Pilot studies conducted with both national and international brands. We are currently testing the product with non-profit organizations. It is also important to emphasize that the created methodology of the “Sociability Tool” can be applied to the development of artificial intelligence, which would allow studies to be carried out at higher speeds and for a larger number of organizations.
Duration:
2018 - 2018
