PMA Report
Situational Influence
Understanding the profiles of consumers and those they engage with more personally in their social graphs is only step one in the Customer-Centric Influence Model. Be they online or in person, personal interactions are affected by external factors that impact—positively or negatively—the reception of a recommendation from any influence. Known as “situational influence,” they’re factors that exist independent of the communication between influencer and prospective customer but also impact the customer’s decision-making process. The theory is deep rooted in the study of psychology and sometimes referred to as situationism, which has proven that people are as influenced by external, situational factors as they are by their internal traits or motivations, if not more.6 These situations act as a disruptive force in the brand and influencer communications, which further derail current amplification-based influence models.
Situational Influence
The external or societal factors that surround a community and consciously or subconsciously influence the nature of their interpersonal interactions such as geography, religion, or economics.
Four types of external situations may impact the influence that macro- or micro-influencers exert over their social connections, discussed in the following sections.
Communities
The nature of the relationship or conversation between people morphs when they are experienced in different communities, even when it’s the same two people engaging in different communities. A conversation about mobile phones, for example, between a person and a coworker will take on a different meaning, and potentially result in a different outcome, than if that same conversation occurred between the person’s spouse or friends on social networks. The community situation coworkers find themselves in skews the conversation toward the mobile phone’s use in a professional environment, such as its capability to easily sync to the corporate
Understanding the profiles of consumers and those they engage with more personally in their social graphs is only step one in the Customer-Centric Influence Model. Be they online or in person, personal interactions are affected by external factors that impact—positively or negatively—the reception of a recommendation from any influence. Known as “situational influence,” they’re factors that exist independent of the communication between influencer and prospective customer but also impact the customer’s decision-making process. The theory is deep rooted in the study of psychology and sometimes referred to as situationism, which has proven that people are as influenced by external, situational factors as they are by their internal traits or motivations, if not more.6 These situations act as a disruptive force in the brand and influencer communications, which further derail current amplification-based influence models.
Situational Influence
The external or societal factors that surround a community and consciously or subconsciously influence the nature of their interpersonal interactions such as geography, religion, or economics.
Four types of external situations may impact the influence that macro- or micro-influencers exert over their social connections, discussed in the following sections.
Communities
The nature of the relationship or conversation between people morphs when they are experienced in different communities, even when it’s the same two people engaging in different communities. A conversation about mobile phones, for example, between a person and a coworker will take on a different meaning, and potentially result in a different outcome, than if that same conversation occurred between the person’s spouse or friends on social networks. The community situation coworkers find themselves in skews the conversation toward the mobile phone’s use in a professional environment, such as its capability to easily sync to the corporate