When asked if the study represented a boon to marketers and a problem for social policy makers, Dr. Stephen replied, “We don’t see it that way. Marketers are not typically in the business of exploiting consumers or taking advantage of them when they have reduced self control. Our findings do have implications for companies that advertise on Facebook, yes.”
Facebook and Self Control
We asked Dr. Stephen to theorize about the impact of his research on the marketing of luxury items on Facebook. He replied, “Our untested hypothesis is that heavier users of Facebook with higher proportions of strong ties would respond more favorably to advertisements for luxury brands/products.” Mini Coopers and Haagen-Daz anyone?
Inci, D. Dangers of Social Networking Sites; Businesses, Job Seekers, Children and Adults Beware! (2011). Optimum7.com. Accessed January 17, 2013.
Wilcox, S. and A. Stephen, Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control. (2013). Journal of Consumer Research.
Decoding Science. One article at a time.