A persona is a strategic mask of identity in public, the public image of one's personality, the social role that one adopts, or simply a fictional character. It is also considered "an intermediary between the individual and the institution."
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.
A strategist is a person with responsibility for the formulation and implementation of a strategy. Strategy generally involves setting goals, determining actions to achieve the goals, and mobilizing resources to execute the actions. A strategy describes how the ends (goals) will be achieved by the means (resources). The senior leadership of an organization is generally tasked with determining strategy. Strategy can be intended or can emerge as a pattern of activity as the organization adapts to its environment or competes. It involves activities such as strategic planning and strategic thinking.
The anima and animus are a syzygy of dualistic, Jungian archetypes among the array of other animistic parts within the Self in Jungian psychology, described in analytical psychology and archetypal psychology, under the umbrella of transpersonal psychology. The Jungian parts of the Self are a priori part of the infinite set of archetypes within the collective unconscious. Modern Jungian clinical theory under the analytical/archetypal -psych framework considers a syzygy-without-its-partner to be like yin without yang: countertransference reveals that logos and/or eros are in need of repair through a psychopomp, mediating the identified patient's Self; this theoretical model is similar to positive psychology's understanding of a well-tuned personality through something like a Goldilocks principle.
In marketing, brand loyalty describes a consumer's positive feelings towards a brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies, a competitor's actions, or changes in the environment. It can also be demonstrated with other behaviors such as positive word-of-mouth advocacy. Corporate brand loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering, rather than from other suppliers. Loyalty implies dedication and should not be confused with habit, its less-than-emotional engagement and commitment. Businesses whose financial and ethical values rest in large part on their brand loyalty are said to use the loyalty business model.
User-generated content (UGC), alternatively known as user-created content (UCC), is generally any form of content, such as images, videos, text, testimonials, and audio, that has been posted by users on online content aggregation platforms such as social media, discussion forums and wikis. It is a product consumers create to disseminate information about online products or the firms that market them.
Personal branding is the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, widen their circle of influence, and have a larger impact.
Late modernity is the characterization of today's highly developed global societies as the continuation of modernity rather than as an element of the succeeding era known as postmodernity, or the postmodern. Introduced as "liquid" modernity by the Polish sociologist Zygmunt Bauman, late modernity is marked by the global capitalist economies with their increasing privatization of services and by the information revolution. Among its characteristics is that some traits, which in previous generations were assigned to individuals by the community, are instead self-assigned individually and can be changed at will. As a result, people feel insecure about their identities and their places in society, and they feel anxious and distrustful about whether their self-proclaimed traits are being respected. Society as a whole feels more chaotic.
A persona in user-centered design and marketing is a personalized fictional character created to represent a user type that might use a site, brand, or product in a similar way. Personas represent the similarities of consumer groups or segments. They are based on demographic and behavioural personal information collected from users, qualitative interviews, and participant observation. Personas are one of the outcomes of market segmentation, where marketers use the results of statistical analysis and qualitative observations to draw profiles, giving them names and personalities to paint a picture of a person that could exist in real life. The term persona is used widely in online and technology applications as well as in advertising, where other terms such as pen portraits may also be used.
Parasocial interaction (PSI) refers to a kind of psychological relationship experienced by an audience in their mediated encounters with performers in the mass media, particularly on television and on online platforms. Viewers or listeners come to consider media personalities as friends, despite having no or limited interactions with them. PSI is described as an illusory experience, such that media audiences interact with personas as if they are engaged in a reciprocal relationship with them. The term was coined by Donald Horton and Richard Wohl in 1956.
Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle and interest. This focus can also entail behavioral variables, such as browser history, purchase history, and other recent online activities. The process of algorithm targeting eliminates waste.
Throughout the long history of consumer research, there has been much interest regarding how consumers choose which brand to buy and why they continue to purchase these brands. Self-branding describes the process in which consumers match their own self-concept with the images of a certain brand.
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.
A virtual assistant (VA) is a software agent that can perform a range of tasks or services for a user based on user input such as commands or questions, including verbal ones. Such technologies often incorporate chatbot capabilities to simulate human conversation, such as via online chat, to facilitate interaction with their users. The interaction may be via text, graphical interface, or voice - as some virtual assistants are able to interpret human speech and respond via synthesized voices.
The media engagement framework is a planning framework used by marketing professionals to understand the behavior of social media marketing-based audiences. The construct was introduced in the book, ROI of Social Media. Powell’s background in marketing ROI and Groves' experience and understanding of the applications of social media in business led to a collaboration. Dimos joined as a brand strategist for Litmus Group, a global management consulting firm.
Postmodern marketing is a term derived from postmodern philosophical movements where there are cultural tendencies of inherent suspicion towards a global cultural narrative or meta-narrative. Postmodern marketing takes this same philosophical perspective and applies it to the way advertising initiatives are handled in the current post-World War II era. Postmodern marketing is approaching or has passed through a new era in advertising, branding, and strategic brand thinking. Postmodern marketing is inherently focused on customized experiences where broad market generalizations are no-longer applied or implemented on behalf of branded communications. Instead, the technique requires marketers to remove "new aged adlandia" trends and developments to focus on how the consumer prefers to be messaged to.
In response to shifts in consumer behavior and conditions brought on by postmodernism, many companies changed their marketing approach to address and create more nimble, immersive experience and customer engagements. It is stated that the traditional means of brand management has grown increasingly hard and complex within the postmodern marketplace. A brand in its modernist or traditional interpretation by marketing schools of thought and accredited, professional associations is defined as a, "name, term, design, symbol or any other feature that identifies one seller's good or services as distinct from those of other sellers. This definition, argued by Muzellec and McDonagh refers to the brand as a single reality or focus on only one-way addressable interaction partners that in many way are not current with customer communications.
Technoself studies, commonly referred to as TSS, is an emerging, interdisciplinary domain of scholarly research dealing with all aspects of human identity in a technological society focusing on the changing nature of relationships between the human and technology. As new and constantly changing experiences of human identity emerge due to constant technological change, technoself studies seeks to map and analyze these mutually influential developments with a focus on identity, rather than technical developments. Therefore, the self is a key concept of TSS. The term "technoself", advanced by Luppicini (2013), broadly denotes evolving human identity as a result of the adoption of new technology, while avoiding ideological or philosophical biases inherent in other related terms including cyborg, posthuman, transhuman, techno-human, beman, digital identity, avatar, and homotechnicus though Luppicini acknowledges that these categories "capture important aspects of human identity". Technoself is further elaborated and explored in Luppicini's "Handbook of Research on Technoself: Identity in a Technological Environment".
Autonomous agency theory (AAT) is a viable system theory (VST) which models autonomous social complex adaptive systems. It can be used to model the relationship between an agency and its environment(s), and these may include other interactive agencies. The nature of that interaction is determined by both the agency's external and internal attributes and constraints. Internal attributes may include immanent dynamic "self" processes that drive agency change.
A conversational user interface (CUI) is a user interface for computers that emulates a conversation with a real human. Historically, computers have relied on text-based user interfaces and graphical user interfaces (GUIs) to translate the user's desired action into commands the computer understands. While an effective mechanism of completing computing actions, there is a learning curve for the user associated with GUI. Instead, CUIs provide opportunity for the user to communicate with the computer in their natural language rather than in a syntax specific commands.
