Category Archive for: Research

Using dynamics of social groups to build customer loyalty

Continuing our discussion of social influence and how ideas spread, today we look at Dynamic Social Impact Theory (DSIT), a followup to Bibb Latané’s original social impact theory work. Latané’s DSIT looks at how ideas spread through groups, especially since groups are not static audiences that never change. In DSIT, there are four behavioral characteristics…

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Mailbag: How to appeal to the right audiences

A reader asked: “Working in an agency with multiple clients in multiple industries, how do you differentiate your actions to get the right kind of audience for each industry?” This is a question that has a simple answer – but bear in mind, as always, that simple does not mean easy. The single most effective…

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