Project Title

How Advertisers Can Use Social Media to Release More Dopamine to Improve the Affect on the Consumer Purchase Decision

Presenters

Academic department under which the project should be listed

CCOB - Marketing & Professional Sales

Faculty Sponsor Name

Professor Sandra Pierquet

the student is Citi certified. IRB approval is in transit

Abstract (300 words maximum)

Abstract

This research study aims to outline the connection between dopamine and social media, with the overall goal being to aid marketers in creating more effective online advertisements personalized for the consumers. Since the discovery of dopamine in 1957 by Arvid Carlsson, marketing and this “bliss” neurotransmitter have been on a crash course. The neurotransmitter dopamine is primarily concentrated in the basal ganglia and is a precursor to norepinephrine. What this means is common terms is dopamine is associated with our tasks and rewards center, i.e. when something unexpectedly good happens like trying a new food or a surprise hug our dopamine is triggered in our basal ganglia. (In contrast, certain adverse drugs can release dopamine and are speculated to be responsible for addictive properties).

Social Media is currently sitting at over a 100 billion dollar industry and shows no signs of stopping. The attentive marketer should realize this and be putting his time and effort into this field. This paper will strive to demonstrate the link between dopamine and the popularity of social media by answering the question: ‘Is there a significant link between dopamine release and the addictive nature of social media?’. It is hypothesized that there will be a significant relationship established, and that the study will demonstrate the human brain’s natural release of dopamine can be commandeered in order to create strong brand loyalty and customer satisfaction.

Project Type

Poster

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How Advertisers Can Use Social Media to Release More Dopamine to Improve the Affect on the Consumer Purchase Decision

Abstract

This research study aims to outline the connection between dopamine and social media, with the overall goal being to aid marketers in creating more effective online advertisements personalized for the consumers. Since the discovery of dopamine in 1957 by Arvid Carlsson, marketing and this “bliss” neurotransmitter have been on a crash course. The neurotransmitter dopamine is primarily concentrated in the basal ganglia and is a precursor to norepinephrine. What this means is common terms is dopamine is associated with our tasks and rewards center, i.e. when something unexpectedly good happens like trying a new food or a surprise hug our dopamine is triggered in our basal ganglia. (In contrast, certain adverse drugs can release dopamine and are speculated to be responsible for addictive properties).

Social Media is currently sitting at over a 100 billion dollar industry and shows no signs of stopping. The attentive marketer should realize this and be putting his time and effort into this field. This paper will strive to demonstrate the link between dopamine and the popularity of social media by answering the question: ‘Is there a significant link between dopamine release and the addictive nature of social media?’. It is hypothesized that there will be a significant relationship established, and that the study will demonstrate the human brain’s natural release of dopamine can be commandeered in order to create strong brand loyalty and customer satisfaction.