Consumer Behaviour and Social Media Marketing in the Digital Era 数字时代的消费者行为与社交媒体营销 (MKT508)

MKT508 Consumer Behaviour and Social Media Marketing in the Digital Era explores how digital technologies and social media platforms reshape consumer decision-making and marketing practices. The course examines key behavioural models, psychological drivers, and the role of algorithms in influencing content consumption across different platforms. Students will analyse how online communities, social interactions, and influencer dynamics shape trust and engagement. The module also covers digital advertising strategies, targeting mechanisms, and consumer responses, alongside data-driven personalisation and privacy considerations. By integrating theory with contemporary digital practices, the course equips students with the ability to critically understand and strategically respond to evolving consumer behaviour in complex digital environments. MKT508 数字时代的消费者行为与社交媒体营销旨在探讨数字技术与社交媒体平台如何重塑消费者决策过程与营销实践。课程将系统分析消费者行为模型、心理驱动因素，以及算法机制在不同平台中对内容传播与消费的影响。学生还将学习在线社区与社会互动如何影响信任建立与用户参与，并探讨数字广告投放、精准定向及消费者响应机制。此外，课程涵盖数据驱动的个性化策略与隐私伦理问题。通过理论与实践的结合，课程培养学生在复杂数字环境中理解并应对消费者行为变化的能力。

• Digital Consumer Behaviour and Decision-Making Models 数字消费者行为与决策模型
• Psychological Drivers in Social Media Consumption 社交媒体消费的心理驱动因素
• Platform Differences and Algorithmic Influence 平台差异与算法影响机制
• Online Communities and Social Interaction 在线社区与社会互动
• Digital Advertising, Targeting, and Consumer Response 数字广告、精准定向与消费者响应
• Consumer Data, Privacy, and Personalisation 消费者数据、隐私与个性化

• Evaluate digital consumer behaviour models: Critically examine consumer decision-making frameworks and assess their relevance in contemporary digital environments. 评估数字消费者行为模型： 批判性分析消费者决策框架，并评估其在当代数字环境中的适用性。
• Analyse psychological drivers in social media consumption: Examine how factors such as social proof, identity, emotions, and motivation influence consumer behaviour across digital platforms. 分析社交媒体消费的心理驱动因素： 探讨社会认同、自我认同、情绪与动机等因素如何影响不同平台上的消费者行为。
• Assess platform differences and algorithmic impact: Evaluate how platform characteristics and recommendation algorithms shape content exposure, engagement patterns, and consumer decision processes. 评估平台差异与算法影响： 分析不同平台特征及推荐算法如何影响内容曝光、用户互动及消费者决策过程。
• Appraise consumer behaviour and engagement patterns: Apply analytical frameworks to interpret user interactions, community dynamics, and behavioural trends across social media platforms. 消费者行为与互动分析能力： 运用分析框架解读社交媒体中的用户互动、社群动态及行为趋势。
• Formulate data-driven advertising and targeting strategies: Design and optimise digital advertising approaches by evaluating consumer responses, targeting mechanisms, and platform-specific formats. 数据驱动的广告与定向策略制定能力： 基于消费者响应、定向机制及平台特性设计并 优化数字广告策略。
• Critique personalisation strategies and ethical implications: Assess the effectiveness of personalisation approaches while critically examining data privacy, ethical considerations, and regulatory constraints. 个性化策略与伦理评估能力： 评估个性化营销策略的效果，并批判性分析数据隐私、 伦理问题及相关规范约束。