Article Review of David Aakers Secrets of Social Media...

Businessweek article review Aaker, David. (2012). Secrets of social media revealed in 1966. Businessweek. Retrieved: http://www.businessweek.com/managing/content/jun2011/ca20110617_657629.htm According to the article Secrets of social media revealed in 1966 by David Aaker in Businessweek, many of the current principles embodied in Internet marketing were known amongst savvy persuaders even before the current technological age. A 1966 study by Ernest Dichter revealed that word-of-mouth persuasion was one of the most important motivational factors in brand choice. Internet marketers clearly understand this, given the degree to which they try to use online review websites such as Yelp and bloggers to convince people to buy products. This is often seen as more effective in reaching a cynical audience base than standard types of advertising. Dichter found that there were four motivations for a person to communicate about brands. The first (about 33% of the cases) is because of product-involvement. The experience is so novel and pleasurable that it must be shared. The second (about 24%) is self-involvement. Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a persons own judgment, or assert superiority. The third (around 20%) is other-involvement. The speaker wants to reach out and help to express neighborliness, caring, and friendship. The fourth (around 20%) is