The Effectiveness of Augmentation’s Newly Launched Pinterest Page.

The purpose of the study was to evaluate the efficacy of newly opened social media accounts by augmented reality technology platforms for various brands and businesses who are attempting to connect with their clients through social media sites in a unique and original way. In comparison to tablets and laptops, data collection revealed that mobile phones are the most popular means of accessing social networking websites. This was brought on by their accessibility and ease of use wherever. Also, the users were found to have a favorable acuity about the Pinterest page. Majority of customers were found to engage in interaction in the morning hours than during the night hours, and this has been attributed to the time they think their most pressing issues can be solved or answered.

In the recommendations on the strategy to increase the visits to the Pinterest page, Augmentation should consider choosing the right time as well as the incentives such as a promotion that would make the users not only recommend other but also improve their perception on the Pinterest page. Young people, between the ages of 18 to 22 years old were found to be very active on social media sites in the morning hours and at night. They also have a considerable high number of visits at the rest of the time of the day. This was assumed to be because they are the generation that does not stay far away from their phones for a long time before checking on what is going on in the rest of the world. However, in the morning, they are just waking up, and the only thing they have is their phones. At night, they have done all their daily activities and relaxing with their phones and thus have plenty of time to access such sites.





Contents

Executive Summary 1

1) Descriptive Analyses (Results and Interpretation) 5

1a) Comment on the extent to which the device used differs across the three psychographic groups. Provide your interpretation of why this may be. 5

1b) Comment on the extent to which the time of day in accessing the social media page differs across four age groups. Provide your interpretation of why this may be. 5

1c) Comment on the extent to which a range of interaction times differ across gender. Provide your interpretation of why this may be. 8

1d) Use measures of central tendency to compare the monthly social media visits of the three psychographic groups. Provide your interpretation of why this may be. 9

1e) Comment on the variability of the 4 items of Social Media Involvement (II_1, II_2, II_6, II_9) for one psychographic group. Interpret what could explain this variability. 10

2) Descriptive Analyses (Recommendations) 13

What strategies should the brand put in place to increase the monthly social media visits for those who visit the social media page at key points in the time of day? 13

3) Inferential Analyses (Results and Interpretation) 13

3a) Comment on the extent to which interaction time with the social media page differs for those who most commonly access the page in the morning and those at night (Time of Day). Provide your interpretation of why this may be. 15

3b) Comment on the extent to which the social media perception differs with the four age groups. Provide your interpretation of why this may be. 15

3c) Determine what “factors” of social media involvement emerge in your data. Provide conceptual explanations for why these factors may have emerged. 17

3d) Comment on the impact of the number of monthly social media visits on user’s social media perception, depending on whether the incentive was offered or not. Provide your interpretation of why this may be. 18

4) Inferential Analyses (Recommendations) 20

Across psychographic groups, what strategies should the brand put in place to increase the number of monthly social media visits based on interaction time and social media involvement (“factors” elucidated above). 22

5) References 25

6) Appendices 27



List of Figures

Figure 1: Type of device used compared across the three psychographic groups. 3

Figure 2: Time of day in accessing Augmentation's Pinterest page compared across four age groups. 4

Figure 3: Interaction times in accessing Augmentation's Pinterest page compared across gender. 5

Figure 4: Number of times visited Augmentation's Pinterest page (monthly) among the three psychographic groups. 6

Figure 5: Pinterest page involvement of ‘Tech Crazy’ group. 7

Figure 6: Monthly Augmentation's Pinterest page visits compared across time of day. 8

Figure 7: Mean of Augmentation's Pinterest page interaction time compared across morning and night. 9

Figure 8: Augmentation's Pinterest page perception compared across four age groups. 10

Figure 9: Conceptual model (Impact of the number of monthly Augmentation’s Pinterest page visits on user’s perception on Augmentation’s Pinterest page). 12

1) Descriptive Analyses (Results and Interpretation)

1a) Comment on the extent to which the device used differs across the three psychographic groups. Provide your interpretation of why this may be.

Figure 1: Type of device used compared across the three psychographic groups.



n=118

n=226

n=219

Among the three psychographic groups, mobile was the most used device to access brand’s newly launched social media account, argumentation’s Pinterest page. Out of 556 respondents, 324 used mobile phones to access the newly launched social media account. The computer was the second highly used device with a total of 140 respondents reported having used it. Tablet was the least used device with only 90 respondents recorded to have used it.

From the result, it can be deduced that mobile phones are easily accessible to the majority because they are affordable as compared to computer and tablets. Moreover, tablet and computer are viewed as luxury products by most people. Also, the portability of mobile phones and their ease to use makes them the most preferred device among the three. Phones are lightweight, and people do not see the need to carry tablets if they can have a smartphone. Computers are more complex; no one would feel comfortable carrying them around and using them as frequently as compared to mobile phones. Therefore, the use of mobile technology in marketing should be increased. The information would be accessed faster in mobile technology than any other devices as most world population now has smartphone and access to the internet.

1b) Comment on the extent to which the time of day in accessing the social media page differs across four age groups. Provide your interpretation of why this may be.

Figure 2: Time of day in accessing Augmentation's Pinterest page compared across four age groups.



Four age groups were established and their time of accessing the Augmentation's Pinterest page during the day was recorded. The result shows that those who are between the ages of 18 and 22 years are more active at night than any other time of the day. They are also the most active users at morning ways. This age group known as generation Y would look for their phones first thing in the morning when they wake up. They are techno-savvy and would not stay long in the day before checking what is going on in the world through internet. Whether they are studying or working, this age group would have their gadgets with them and would spare some time to get into the internet. They grew up with technology, and thus it has since been part of them. Those who are above 46 years of age are only more active during the afternoon. This may be explained by the fact that they have lots of work to do and this is the time they can relax after setting everything in motion. The more people increase in age, the less they get interested in social media, and this can be seen from the figure above.

1c) Comment on the extent to which a range of interaction times differ across gender. Provide your interpretation of why this may be.

Figure 3: Interaction times in accessing Augmentation's Pinterest page compared across gender.



The data were grouped into ranges of 0-26 seconds, 27-36 seconds, 37-61 seconds, and 62+ seconds to make it easy for analysis and compare the result across the various subsets. According to the figure above, 25.9% spent about 20 seconds to access the n Augmentation's Pinterest page. 24.5% spend less between 27 to 36 seconds on the same. Also, 24.04% used between 37-61 seconds on the social media site whereas another 24.511% spend more than 62 seconds accessing the social media page. Male users seem to be getting bored more easily than their female counterparts. This is because the female has recorded the highest number of those who spend more than 60 seconds viewing the page. Also, the site is newly launched and lack contents still and that is the reason respondents have been reported not to spend much of the time on the page. The users can, therefore, be assumed to require few seconds to view the posts on this page. There are still not much information on it and thus nothing to spend time on. In future, these might change when the firm would have uploaded more posts that can interest customers and thus worth spending more time viewing.

1d) Use measures of central tendency to compare the monthly social media visits of the three psychographic groups. Provide your interpretation of why this may be.

Figure 4: Number of times visited Augmentation's Pinterest page (monthly) among the three psychographic groups

The result indicates the visits on Augmentation's Pinterest page made by three psychographic groups, Tech Crazy, Number Cruncher, and The Creative. From the figure above, Tech crazy, on average spend more time on Augmentation's Pinterest page than the rest of the psychographic groups and a means score of 4.96. This was followed closely by Number Cruncher at 4.81 and a distant third, The Creative at 3.3. On median perception, Number Crunchers and Tech Crazy tie at 4 and The Creative at 2.5. The tie also continues on the mode at 2 for both Tech Crazy and Number Crunchers whereas The Creative is at 1.

Social media is about making the connection with customers and markets should understand their customers well and what they would like to see in the social media of a company. Tech Crazy and Number Crunchers are the groups that are interested in the Augmentation's Pinterest page most as compared to The Creative. This may be because Tech Crazy is a group who are more interested in social media and active in most of the time of the day. This means that the business should focus on them as the majority of the likely customers and thus the page should have more items that interest them.

1e) Comment on the variability of the 4 items of Social Media Involvement (II_1, II_2, II_6, II_9) for one psychographic group. Interpret what could explain this variability.

Figure 5: Pinterest page involvement of ‘Tech Crazy’ group





In examining the four Augmentation's Pinterest items, it can be deduced that they are less drawn in Augmentation's Pinterest page. According to the data above, “I am influenced by post on Pinterest” showed the highest mean of 4.68. “I have to visit Pinterest multiple times a day” is the second highest with a mean of 4.66 while ‘I use the Pinterest information to guide decision making’ the least at a mean of 4.44.

The result shows that the Augmentation's Pinterest page has been posting interesting times that are in line with Tech Crazy group and thus the majority of them are more influenced by these posts. Tech Crazy group are the young generation Y who spend a lot of time on social media. The more something of their tastes is posted; they will like such posts and thus would influence their decision and perception on the company. This is a key point that marketers should look for to make a hit in the market. They would log in to the social media the first thing when they wake up to look for new posts before they start their daily chores. To keep such customers, one has to study their interest on fashion and information that can influence them more.



2) Descriptive Analyses (Recommendations)

What strategies should the brand put in place to increase the monthly social media visits for those who visit the social media page at key points in the time of day?

Figure 6: Monthly Augmentation's Pinterest page visits compared across time of day.



The analysis was developed to come up with a set of recommendations in contemplation of the given variables. Rightly, the visits on the Pinterest page were split into four main categories with the ranges of 1-2, 3-4, 5-6, and 7+. As shown in the figure above, it was realized that majority of respondents n=190 usually visit the site at night, this was followed by n=156, the number of respondents that visited the site in the morning. The afternoon had a total of 125 visits according to the data whereas midday recorded the least number of visits at 92 visits only. To increase the visits, the firm should change to engaging their customers at the right time. Morning hours when they wake up and at night when they are relaxing in the comfort of their homes are the best time to engage them to enhance the number of visits to their social media page. Social media marketing strategy requires the business to relay the useful information at the right time. This will drive the optimally timed conversation or engagement in social media with the customers in the current world. Also, the there is a need to employ the 4R’s strategy which requires business to engage the right person, using the right channel, in the right moments to find the right answers. Social media should be used to relay the most relevant message at the right time to boost the effort of customer acquisition and retention.

Effective promotion strategies will also be required especially the use of 4Ps which implies that the right product should be offered at the right price, using the right promotion techniques as well as distribution to the right place. Augmentation should apply the right marketing mix, promotion and advertisement to achieve their goals and mission in the market.



3) Inferential Analyses (Results and Interpretation)

3a) Comment on the extent to which interaction time with the social media page differs for those who most commonly access the page in the morning and those at night (Time of Day). Provide your interpretation of why this may be.

Figure 7: Mean of Augmentation's Pinterest page interaction time compared across morning and night.



*Sig (2-tailed)= 0.00, p<0.05

Table 1: Mean and standard deviation of Augmentation's Pinterest page interaction time compared across morning and night.



Time of Day

N

Mean

Standard Deviation

Length of Interaction Time (Seconds)

Morning

156

54.92

40.188

Night

190

40.46

21.154

A t-test was conducted and the result compared to the mean of interaction time with the argumentation Pinterest page during the morning and night. In the figure above, the mean time of visit during the morning hours stood at 54.96 whereas that of nighttime hours was at 40.96. Most people would get to the site in the morning knowing that it is the right time to get answers to some questions. In the interaction, customers assume the normal working hours and thus would prefer to get a chat on the Pinterest during morning hours than the night. The number of people who accessed the Pinterest page at night was 156 as compared to those who accessed it at night at 190. Mostly during morning hours, there are new many people also trying to get what is new, or any posts that they can have interest in and that can also explain the high number of morning interaction in the morning. Even though in reality, the majority seems to have more time in the night, they might not interact well as it is considered odd hours even to have some of their concerns addressed. Also, most business does indicate their time of operation which lies mostly within morning than at night.

3b) Comment on the extent to which the social media perception differs with the four age groups. Provide your interpretation of why this may be.

Figure 8: Augmentation's Pinterest page perception compared across four age groups.



F=0.348, p>0.05

The research separated the sample into four age groups, 18-22, 23-38, 29-45, and 46+. Perception of these age groups was not statistically momentous o significant. There was a small difference in perception which means there was no big impact of age on the perception of argumentation Pinterest page. However, those who are between the ages of above 46 years of age recorded the highest mean compared to the rest of the group. It can also be assumed that all age groups are visiting the site at the same rate and are excited by their experience.

Also, the perception of the young on the argumentation Pinterest was lower, 18-22, at 23.85. This can be explained that there was nothing very interesting to their age group as compared those who were above the age of 46 years. Maybe they do not like arguing or holding long conversations on social media rather than checking what there to like a post among others. Also, what this implies is that there is so little stuff of the young as compared to their seniors in the society and thus the market can be said to be concentrating on those of ages 46 and above as compared to those who are below this age.

3c) Determine what “factors” of social media involvement emerge in your data. Provide conceptual explanations for why these factors may have emerged.

Table 2: Pinterest page involvement factors analysis results.



Items

Involvement Factors

Pinterest Addiction

Information Seeker

Social Influencer

SMI _9: I have to visit Pinterest multiple times everyday

.956





SMI_2: I log on to Pinterest within the first hour of when I wake up

.956





SMI_4: I could go a week without visiting Pinterest (Reversed Coded**)

-.946





SMI _6: I am influenced by posts on Pinterest



.873



SMI_1: I often use information on Pinterest to guide decision making



.787



SMI_3: Pinterest helps make decisions of what to buy easier



-.783



SMI _8: Pinterest is great for sharing my life with others





.925

SMI _5: All my friends use Pinterest regularly





.811

SMI _10: I care about what other people think of my Pinterest account





.776

*Fact or loadings < .400 supressed.

**‘I could go a week without visiting Pinterest’ is reversed coded, hence the inverse association.

The result shows the emergence of three factors, Pinterest addiction, information seeker, and social influencer. Pinterest addiction shows that the user has a strong emotional attachment with the Pinterest and might not stay for a long time without visiting the site. They would spend more time posting or visiting the site for their interest. The ubiquity of the stories they post or read on Pinterest makes them spend more time and get addicted to the site more. Their devices are the first thing they wake up to in the morning and the last gadget to check on before bed every day. Every little time they get, they would check their device and visit Pinterest for anything new.

Information seeker just gets into the site to look for more information they are not so much involved in what is going on the Pinterest but login only when they want specific information from the site. Social influencer intends to share more information about their lives with the objective of influencing others with their style among others. They worry more about what people think of them on Pinterest and would do anything to influence people on their social media sites by their posts.

3d) Comment on the impact of the number of monthly social media visits on user’s social media perception, depending on whether the incentive was offered or not. Provide your interpretation of why this may be.



Figure 9: Conceptual model (Impact of the number of monthly Augmentation’s Pinterest page visits on user’s perception on Augmentation’s Pinterest page).





DV:Augmentation’s Pinterest page Perception

IV: Number of monthly Augmentation’s Pinterest page Visits



Moderator: Incentive





Table 3: Predictors of user’s perception on Augmentation’s Pinterest page (With incentive).

Independent Variable

Dependent Valuable



Std.



t

Sig.

Number of monthly Augmentation’s Pinterest page visits

User’s perception on Augmentation’s Pinterest page

4.893

0.635

0.404

12.696

***

*** =p < .000

Table 4: Predictors of user’s perception on Augmentation’s Pinterest page (Without incentive).

Independent Variable

Dependent Valuable



Std.



t

Sig.

Number of monthly Augmentation’s Pinterest page visits

User’s perception on Augmentation’s Pinterest page

0.335

0.120

0.014

2.161

0.031



From the analysis, the perception of the Pinterest was mostly influenced by the incentives. When incentives were applied β 4.89, std. β 0.635 R squared 0.404 t was 12.696 and sig. was 0.00, however, when there was no incentive, the β was 0.335, std β 0.120 R squared was 0.014, t was 2.161 and sig was 0.031. The incentive works and improves the perception of people visiting the site. When there is something to gain from the site, the number of visits in a month is likely to increase. Consumers like what makes them believe a site is a good one if it gives them some incentive. Most people would visit the page to look for the incentive, not even the posts actually, but by so doing, they end up looking at their post. This explains the increase in the visits to the page when there is an incentive when compared to the time when the incentive is not. Those who visit the page and find something of value to them would visit again and check if there is more to it. Also, with incentive, people share such information about the site with friends, relatives and family members who in turn would visit the page and thus the increasing number of the visits as the perception of the site increases. This implies that if a firm wants to improve the number of visits to their social media pages, they have to look for something that would make the visitors share their page widely and this can be something exciting like some form of incentive.

4) Inferential Analyses (Recommendations)

Across psychographic groups, what strategies should the brand put in place to increase the number of monthly social media visits based on interaction time and social media involvement (“factors” elucidated above).

Table 5: Predictors of monthly Augmentation's Pinterest page Visits (Tech Crazy).

Independent Variable

Dependent Valuable



Std.



t

Sig.

Interaction Time

Number of monthly Augmentation’s Pinterest page visits

-0.003

-0.019

0.320



-0.268

0.789

Pinterest Addiction

-0.833

-0.127

-1.522

0.129

Information Seeker

0.780

0.129

1.849

0.066

Social Influencer

0.095

0.034

0.147

0.677

Table 6: Predictors of monthly Augmentation's Pinterest page Visits (Number Cruncher).

Independent Variable

Dependent Valuable



Std.



t

Sig.

Interaction Time

Number of monthly Augmentation’s Pinterest page visits

0.017

0.097

0.062



1.456

0.147

Pinterest Addiction

0.242

0.037

0.441

0.660

Information Seeker

1.184

0.202

3.014

0.003

Social Influencer

0.116

0.045

0.542

0.588



Table 7: Predictors of monthly Augmentation's Pinterest page Visits (The Creative).

Independent Variable

Dependent Valuable



Std.



t

Sig.

Interaction Time

Number of monthly Augmentation’s Pinterest page visits

0.019

0.302

0.324

3.829

***

Pinterest Addiction

-0.120

-0.035

-0.411

0.682

Information Seeker

1.170

0.446

5.560

***

Social Influencer

-0.106

-0.073

-0.843

0.401

*** =p < .000

The result shows clearly that perception has the strong impact on the interaction time on the Pinterest page of Argumentation. Therefore the most viable strategy should be a positive brand image to customers. Reasonable pricing and high-quality products are the best positive brand strategy that they can employ. Also, positive consumer experiences should be maintained. This will make them recommend the product or the site to their friends and relatives or family member and thus increase the number of visits the page can have every month. The delivery of high-quality products and services is unquestionably mandatory in achieving high customer satisfaction. If clients are satisfied, they will be loyal to the brand, and this will increase the interaction time on the Pinterest page.

To add more, the power of professional photography is essential for online shopping as good photos would attract more customers just to look at the photo and in turn will also see the other products on the site. It influences the decisions people make whether to visit the website or not and how long they can stay on the social site.

In general, social media marketing can be used to enhance the level of customer engagement. When the site is newly launched, it is better to use the incentive to increase the number of the visits that will be made in the few months after the launched. Such incentives can be promotions that generate engagements as well as awareness of a new brand in the market. Consumers can as well be engaged in social media marketing by hosting contests such as the best photo shooter contest where customers are involved in competition on who has the best shot by uploading their photos on the site. The winning photo is rewarded. Such issues will enhance the number of visits a page can have, and the perception of the visitors will also improve.

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