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In The News
Daymon Worldwide Announces Comprehensive Research Study Into Global Food Culture Shifts, Powered by the Hartman Group. |
07.27.2011
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StumbleUponSocial Media, Technology, Culture and Consumers: White Paper Download
Technologies, consumers and cultures are co-constructed in and through their interactions.
Companies need to recognize that consumers and brands, companies or social media sites co-create relationships around shared interests, needs and values. Relationships built in the spaces and conventions of social technology can be intimate and local or widely dispersed and impersonal, but these configurations are the result less of distance than of active relationship building. Technologies, consumers, companies, cultures and the relationships that they support are always evolving and, thus, rarely predictable.
The amount of research, opinion and speculation generated about consumers and technologies is vast. This white paper begins with a perspective on the meaning of technology and its relationship to culture. It then looks at how research has connected consumers, culture and social technologies, and notes some of the contrasting views that suggest that a number of claims are driven as much by assumptions and hype as they are by evidence. The last sections lay out a new research agenda intended to help companies make evidence-informed decisions about how to integrate new social technologies into their business strategies.
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For the full white paper, downloadHartman Group on Social Media, Technology, Culture and Consumers »
File Type: PDF
File Size: 823K
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Hartman Group on Social Media, Technology, Culture and Consumers
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Read more on our upcoming study: Social Connections 2001: The Social Media Impact on Foods and Beverages
