Write a report on the concepts of reference group influences, demographics and lifestyle theory in the context of an online social community, facebook.Then, based on your findings, make recommendations about how companies can be more effective in their use of one facebook tool, the 'like' button.
Remember, facebook is both an online social community and a component of many companies' online marketing strategy.This is reflected in the documentary "Mark Zuckerberg: Inside facebook" which we recommend you watch using youtube before completing you report. A link to this will be provided in Interact.Just as with the second assessment you need to research the topic. You need to find at least6relevant sources from academic and industry related to the theoretical topics oflifestyles;demographicsandreferencegroup influences(avoid Wikipedia). If you cannot find any relevant articles, please ask for help.You will need to have a section in your report for each area of the three areas of theory and then a section for recommendations.Below are the specific questions that you will need to address in each of these sections (please do not just summarise the documentary, you need to make sure that you answer each of the questions posed).Reference Group Influences SectionThere are three types of reference group influence, informational, normative and identification.How does each form of reference group influence operate in the context of facebook?Identify which influence is the most powerful in these online communities and explain why?Demographics SectionWhat demographic information does facebook collect (several types are mentioned in the film)? How do companies related to facebook use this information to segment the marketplace?In your answer consider the advantages and disadvantages of demographic segmentation.Lifestyles SectionHow has facebook influenced people's lifestyles?How have these changes altered people's consumption behaviour?Recommendations SectionOne of the specific tools of facebook is the 'like' button, what recommendations would you suggest to make this online strategy more effective for a company when using this tool?Structure-Here is an example of the recommended structure of your report
- Executive Summary
- Table of contents (use page numbers throughout the report)
- Introduction
- Group influence types
- Demographics
- Lifestyles
- Recommendations
- Conclusions
- References