Compulsory cover page group assignment
Online Consumer Behaviour Research
CITM2.OCBR May 2020 first chance
Your name (one handing in) student number
Rafael Houtepen 182515
Class
RH03
Link to Background Info and Tips file Click here
,Table of Contents
Part 1...................................................................................................................................... 1
Week 1 ................................................................................................................................... 2
........................................................................................................................................... 2
1.1 ...................................................................................................................................... 2
1.2....................................................................................................................................... 7
1.3 .................................................................................................................................... 11
1.4 .................................................................................................................................... 13
1.5..................................................................................................................................... 15
Week 2 ................................................................................................................................. 19
......................................................................................................................................... 19
2.1..................................................................................................................................... 19
2.2..................................................................................................................................... 24
2.3..................................................................................................................................... 26
2.4 .................................................................................................................................... 28
2.5..................................................................................................................................... 33
Week 3 ................................................................................................................................. 35
......................................................................................................................................... 35
3.1..................................................................................................................................... 35
3.2..................................................................................................................................... 37
3.3.................................................................................................................................... 38
3.4..................................................................................................................................... 39
3.5..................................................................................................................................... 40
Week 4.................................................................................................................................. 41
4.1..................................................................................................................................... 41
4.2..................................................................................................................................... 43
4.3..................................................................................................................................... 45
4.4..................................................................................................................................... 46
4.5..................................................................................................................................... 49
Week 5 ................................................................................................................................. 51
5.1..................................................................................................................................... 51
5.2..................................................................................................................................... 52
5.3..................................................................................................................................... 53
5.4..................................................................................................................................... 54
5.5..................................................................................................................................... 54
Part 2.................................................................................................................................... 56
,Week 1 ................................................................................................................................ 57
Week 2 ............................................................................................................................. 63
Week 3.................................................................................................................................. 72
Week 4 ........................................................................................77
Week 5 ........................................................................................82
Part 3.................................................................................................................................... 89
Rafael Houtepen (182515).................................................................................................90
, Part 1
This part is for the workshops
Many of the workshops assignments are input for the group assignment
It is not graded but should be complete and sufficient
Please hand in one document including part 1, part 2 and 3 before the deadline
1
,Week 1
Theme: What are social media platforms?
Theory: Chapter 1 and 2 Social Media To Go
Specific article: The effects of
social media on emotions, brand relationship quality,
and word of mouth: An empirical study of music festival
attendees. Via library or this link.
Workshop tasks
These are assignments you make in the online workshop. They also have to be handed in.
Please work in this document.
1.1
Make a list of your team members and their social media accounts and behaviour. Organise
this information in a logical, structured way: no details needed. Do give ‘concrete numbers’
concerning these accounts and put them into perspective by comparing it to a benchmark.
So look for averages, try to find benchmarks on numbers of posts, followers, etc. in available
date online.
Benchmarks:
Facebook: Users use the 58 mins average. The platform has 1.4 billion daily active users
and 2.6 billion monthly active users. Source Facebook Users have an average of 155
friends. Source
Instagram: 53 mins average, 500 million daily active users, 800 million monthly active users,
96 million photos uploaded per day and 250 million stories per day. Instagram is owned by
Facebook. Source Instagram has 766,4 million users. Source
29% of the Instagram users are between 18 and 24 years old, 35% of the Instagram users
are between 25 and 34 years old. Sziget festival wants to focus on people that are above 18
years old, because it is an 18+ festival. Also, they do not want to focus on too elderly people,
because the festival is particularly made for youngsters from 18 until 24 years, so that is 29%
of the users and that would be 766,4 million times 29% and that are 222.256.000 users as an
age target group on Instagram for Sziget. Source
YouTube: 40 mins average. Monthly active users: 1.5 billion. Daily active users: 30
million. Source
TikTok: Has 800 million active users worldwide, with 1.5 billion downloads being the top
downloaded app in apple store for 2019. 41% of users are between 16-24 years old. The
average time spent daily is 52 minutes long. 90% of TikTok users access the app daily. Last
2
, 18 months TikTok has grown 5.5 times from September 2018 at 7.2 million till March 2019 at
14.3 million growing in adults using the app. Source
TikTok has an average engagement rate of 52.1%. The rate is found by adding up likes,
comments and shares then dividing by number of followers. Source
63% of people like someone else’s video and 55% of users uploading a video last
month. Source
WhatsApp: 28 mins average. 700 million monthly active users. 320 million daily active
users. 1 million new users daily. 43 billion messages sent daily.
Snapchat: Monthly active users: 360 million, Daily active users: 218 million, Numbers of
snaps created everyday(photos & videos): 3 billion, number of times the app opens per day:
30 times, Average age users: between 18-24, average time spent pp. is 27 to 50 min. Source
LinkedIn: Daily time spent is less than 1 minute. 310 million monthly active users. 675
million registered users. 5.26 million new accounts monthly. 20 million company pages.
Source
Pinterest: Daily time spent: 14.2 min. 335 million monthly active users. 4 billion boards
created. 200 billion pins created. Source
Own social media usage:
Timothy:
Facebook: 1 minute daily average usage. 926 friends. Post once a month. I am below the
average significantly with my daily usage. Though significantly higher in the number of
friends compared to the average.
Instagram: 3 minutes daily average. I sometimes post things about what is happening in my
life, but I am not often on Instagram. Posts happen once every 1-2 months. 33 posts and 344
followers and following 666 people. My daily average usage is significantly lower compared
to the 53-minute daily average recorded.
YouTube: 15 minutes daily average. Just watching other content and I do not post my own. I
am below the average for daily average usage of YouTube with the average being 40
minutes.
TikTok: 30 minutes daily average. Often watch other people's content but have periodically
made my own. Just for fun. Post once a month, though I am new to the program. I have 8
followers and 17 likes. I am closer to the average for TikTok with the daily average being 52
minutes.
Snapchat: 1-minute daily average. Often sending snaps or receiving snaps from friends. How
often I send snaps fluctuates, often more when on holiday or going out, but now just at home
once a week. The average on snapchat is 30 times a day I normally am on once a day, so I
am significantly under.
WhatsApp: 15 minutes daily average. Connecting with friends and family. Mainly use it to
send messages. The average daily usage is 28 minutes among other people, and I am close
to that with 15 minutes a day.
3
Online Consumer Behaviour Research
CITM2.OCBR May 2020 first chance
Your name (one handing in) student number
Rafael Houtepen 182515
Class
RH03
Link to Background Info and Tips file Click here
,Table of Contents
Part 1...................................................................................................................................... 1
Week 1 ................................................................................................................................... 2
........................................................................................................................................... 2
1.1 ...................................................................................................................................... 2
1.2....................................................................................................................................... 7
1.3 .................................................................................................................................... 11
1.4 .................................................................................................................................... 13
1.5..................................................................................................................................... 15
Week 2 ................................................................................................................................. 19
......................................................................................................................................... 19
2.1..................................................................................................................................... 19
2.2..................................................................................................................................... 24
2.3..................................................................................................................................... 26
2.4 .................................................................................................................................... 28
2.5..................................................................................................................................... 33
Week 3 ................................................................................................................................. 35
......................................................................................................................................... 35
3.1..................................................................................................................................... 35
3.2..................................................................................................................................... 37
3.3.................................................................................................................................... 38
3.4..................................................................................................................................... 39
3.5..................................................................................................................................... 40
Week 4.................................................................................................................................. 41
4.1..................................................................................................................................... 41
4.2..................................................................................................................................... 43
4.3..................................................................................................................................... 45
4.4..................................................................................................................................... 46
4.5..................................................................................................................................... 49
Week 5 ................................................................................................................................. 51
5.1..................................................................................................................................... 51
5.2..................................................................................................................................... 52
5.3..................................................................................................................................... 53
5.4..................................................................................................................................... 54
5.5..................................................................................................................................... 54
Part 2.................................................................................................................................... 56
,Week 1 ................................................................................................................................ 57
Week 2 ............................................................................................................................. 63
Week 3.................................................................................................................................. 72
Week 4 ........................................................................................77
Week 5 ........................................................................................82
Part 3.................................................................................................................................... 89
Rafael Houtepen (182515).................................................................................................90
, Part 1
This part is for the workshops
Many of the workshops assignments are input for the group assignment
It is not graded but should be complete and sufficient
Please hand in one document including part 1, part 2 and 3 before the deadline
1
,Week 1
Theme: What are social media platforms?
Theory: Chapter 1 and 2 Social Media To Go
Specific article: The effects of
social media on emotions, brand relationship quality,
and word of mouth: An empirical study of music festival
attendees. Via library or this link.
Workshop tasks
These are assignments you make in the online workshop. They also have to be handed in.
Please work in this document.
1.1
Make a list of your team members and their social media accounts and behaviour. Organise
this information in a logical, structured way: no details needed. Do give ‘concrete numbers’
concerning these accounts and put them into perspective by comparing it to a benchmark.
So look for averages, try to find benchmarks on numbers of posts, followers, etc. in available
date online.
Benchmarks:
Facebook: Users use the 58 mins average. The platform has 1.4 billion daily active users
and 2.6 billion monthly active users. Source Facebook Users have an average of 155
friends. Source
Instagram: 53 mins average, 500 million daily active users, 800 million monthly active users,
96 million photos uploaded per day and 250 million stories per day. Instagram is owned by
Facebook. Source Instagram has 766,4 million users. Source
29% of the Instagram users are between 18 and 24 years old, 35% of the Instagram users
are between 25 and 34 years old. Sziget festival wants to focus on people that are above 18
years old, because it is an 18+ festival. Also, they do not want to focus on too elderly people,
because the festival is particularly made for youngsters from 18 until 24 years, so that is 29%
of the users and that would be 766,4 million times 29% and that are 222.256.000 users as an
age target group on Instagram for Sziget. Source
YouTube: 40 mins average. Monthly active users: 1.5 billion. Daily active users: 30
million. Source
TikTok: Has 800 million active users worldwide, with 1.5 billion downloads being the top
downloaded app in apple store for 2019. 41% of users are between 16-24 years old. The
average time spent daily is 52 minutes long. 90% of TikTok users access the app daily. Last
2
, 18 months TikTok has grown 5.5 times from September 2018 at 7.2 million till March 2019 at
14.3 million growing in adults using the app. Source
TikTok has an average engagement rate of 52.1%. The rate is found by adding up likes,
comments and shares then dividing by number of followers. Source
63% of people like someone else’s video and 55% of users uploading a video last
month. Source
WhatsApp: 28 mins average. 700 million monthly active users. 320 million daily active
users. 1 million new users daily. 43 billion messages sent daily.
Snapchat: Monthly active users: 360 million, Daily active users: 218 million, Numbers of
snaps created everyday(photos & videos): 3 billion, number of times the app opens per day:
30 times, Average age users: between 18-24, average time spent pp. is 27 to 50 min. Source
LinkedIn: Daily time spent is less than 1 minute. 310 million monthly active users. 675
million registered users. 5.26 million new accounts monthly. 20 million company pages.
Source
Pinterest: Daily time spent: 14.2 min. 335 million monthly active users. 4 billion boards
created. 200 billion pins created. Source
Own social media usage:
Timothy:
Facebook: 1 minute daily average usage. 926 friends. Post once a month. I am below the
average significantly with my daily usage. Though significantly higher in the number of
friends compared to the average.
Instagram: 3 minutes daily average. I sometimes post things about what is happening in my
life, but I am not often on Instagram. Posts happen once every 1-2 months. 33 posts and 344
followers and following 666 people. My daily average usage is significantly lower compared
to the 53-minute daily average recorded.
YouTube: 15 minutes daily average. Just watching other content and I do not post my own. I
am below the average for daily average usage of YouTube with the average being 40
minutes.
TikTok: 30 minutes daily average. Often watch other people's content but have periodically
made my own. Just for fun. Post once a month, though I am new to the program. I have 8
followers and 17 likes. I am closer to the average for TikTok with the daily average being 52
minutes.
Snapchat: 1-minute daily average. Often sending snaps or receiving snaps from friends. How
often I send snaps fluctuates, often more when on holiday or going out, but now just at home
once a week. The average on snapchat is 30 times a day I normally am on once a day, so I
am significantly under.
WhatsApp: 15 minutes daily average. Connecting with friends and family. Mainly use it to
send messages. The average daily usage is 28 minutes among other people, and I am close
to that with 15 minutes a day.
3
