Direct / social media marketing research 9.04.2007

Below is some fairly recent research on motivating and behavior factors underlying social networks. The theme of this set of research is to explore how the “echo boomer” or “millennial” generation uses social media. Since real estate is an engagement-oriented Internet based service, firms should study the motivations underlying their potential recruits and future customers to ensure they are well-positioned to serve them in the future.

Applying Common Identity and Bond Theory to Design of Online Communities

Mobile Text Messaging and Connectedness within Close Interpersonal Relationships

Leveraging Social Networks To Motivate Individuals to Reduce their Ecological Footprint (interesting analysis as to how a social structure nurtures affinity, loyalty, and evangelism).

Digital Relationships in the ‘MySpace’ Generation: Results From a Qualitative Study

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