Briefly assessment of the cyberbullying
One of the biggest challenges in the modern competitive world is the sustainable consumption. This is in terms of the personal affection, which comes on the individual wellbeing of the buyers. Consume is inevitable in terms of fulfilling the basic survival needs. Underconsumption severely affects the brands with low income and the brands with high income suffer from the issue of overconsumption, which strains the stock of human resources (Sheth, Sethia and Srinivas 2011). One of the malice in the concept of overconsumption is cyberbullying, which the assignment attempts to discuss.
Bullying adversely affects the minds of the individuals. This is applicable in terms of the companies and organizations taking the initiatives to upgrade the standards and quality of the business operations. Typical example of this can be the policies, language of the advertisements among others. According to the arguments of Reczek et al. (2017), offensive languages of the advertisements hurt the individual sentiments of the buyers. This affectation aggravates the complexities of the buyer regarding decision-making process. Within this, cyberbullying is one such aspect, which results in the loss of the personal security and safety of the buyers. This is a heinous crime, which also results in the loss of the secret and confidential data of the companies and organizations (Reczek et al. 2017).
Personality traits of the cyberbullies are crucial. This is in terms of assessing the impact on the victims. Usually, the innocent underdogs and underachievers are targeted, as they like to remain in their own world. Extracting the personal information is easy for the hackers in this case. These introvert people lack the judgment process regarding assessing the reliability factor while providing the information (Camacho, Hassanein and Head 2018).
Along with this, attention needs to be paid towards the personality traits of the cyber criminals. According to Sheth, Sethia and Srinivas 2011). These are openness, conscientiousness, extroversion, agreeableness and neuroticism. These characteristics are shaped by the experiences, which they encounter in their lives, which fill their lives with Machiavellianism, narcissism, psychopathy, sensitive maturity, aggressiveness among others. Among all these, the greed to hack the private information of others makes them aggressive, which represents lacuna within their self-integrity. Reczek, Irwin, Zane and Ehrich, (2017) opines that these criminals get motivation from the monetary rewards, espionage or sabotage, intolerance and intention to control and regulate others.
As per the opinions of Olson, McFerran, Morales and Dahl (2016), using polite, kind tone in influencing the customer suffices the need for extracting the data from the buyer. The adolescents and the new buyers are targeted, as they lack the understanding of the basic marketing tactics.
Personality traits of cyberbullies
One of the negative aspects of the managers is the negligence of the managers in terms of conducting risk assessment for the buyers affected through cyberbullying. This approach projects the negligence of the mangers towards increasing the victims of cyberbullying suffering from low self-esteem (Peluchette, Karl, Wood and Williams 2015). As per the opinions of Olson, McFerran, Morales and Dahl (2016), the victims under these hackers suffer from intense loss of individualism, adversely affecting their purchase decisions. This issue reflects the confrontation of the introvert and the extroverts with a greed to take control of others. Along with this, it also reflects misutilization of the concept of utilitarianism. Apart from this, it is also a lack of consideration towards the need analysis, which is essential in terms of influencing the purchase decision of the customers (Balderjahn, Peyer, Seegebarth, Wiedmann and Weber 2018). This negligence is not at all a planned and reasoned action in terms of developing utility value for the customer.
In the recent competitive world, crimes like cyber bullying have increased largely. As a result of this, companies and organizations are facing difficulties in terms of executing the business activities in an efficient and effective manner. This is one of the topics, which lacks considerable research. Inadequate research about cyberbullying has deprived the buyers from the risk levels within which they are entrapped. Along with this, the inadequacy can also be considered as an unethical approach of the managers towards satisfying the specific needs of the clients and customers (Reczek, Irwin, Zane and Ehrich 2017). Most of the companies and organizations do not take the initiatives to assess the risk levels for the customers regarding cyberbullying.
Along with this, the traits of the victims of cyber bullying have taken a backseat. Most commonly, it is perceived that the victims of this crime suffer depression. However, psychologists are of the opinion that most of the victims suffer from guilty conscience (Olenik-Shemesh, Heiman and Eden 2017). Moreover, there has been lack of quality research in the behavioural psychology of the cyber criminals, which could have warned the users of data thefts. As per the arguments of Balderjahn et al. (2018), some of the cybercriminals feel pleasure in manipulating others. When they suffer from losses, they are gripped in guilty conscience. It is at this stage that if criminals are lured through monetary rewards, they again feel the urge to hack the personal information of the users, who are innocent and are forgetful of their personal data and its security.
Importance of investigating cyberbullying
Research regarding cyberbulling is important in terms of excavating the reasons for which the cybercriminals hack the account of others. It might be the fact that the cybercriminals are conscious of the intensity of the crime, however, due to lack of proper guidance and support from the senior, they are compelled to choose this option.
The customers need to be made aware of the factors, which would adversely influence their buying power. Adoption of the social media marketing is beneficial in terms of enhancing the awareness towards cyberbulling. This is because social media would help the brands to increase the trafficking of the customers. Within this, installation of privacy and security policies and cookies would be essential in terms of enhancing the privacy, security and safety of the data. Olson, McFerran, Morales and Dahl (2016) opines that market research is fruitful in terms of gaining an insight into the modern software, which possesses capability to secure the personal data and information of the companies and the customers.
Along with this, personality test for the victims would be beneficial for the personnel of the companies and organizations in terms of securing the confidential data. Within this, assessing the behavioural psychology of the criminals would help the personnel in predicting the instances of malfunctioning, virus attacks and hacker interventions (Camacho, Hassanein and Head 2018). Making plans for providing training to the cybercriminals would be an innovative approach towards transforming them into good human beings. Inclusion of behavioural psychology in the training courses is necessary in terms of taking control of their mindset.
The factors, which affect the consumer behaviour are cultural, social, personal and psychological. These factors creates heavy impact of the existence of the buyers, as they need to consume basic good for dealing with the existentialist struggles (Balderjahn, Peyer, Seegebarth, Wiedmann and Weber 2018). This segment would deal with develop a critical study for the influence of customer behaviour on the psychological factor.
As a matter of specification, psychological factor is subdivided into motivation, perception and beliefs and attitudes. Motivation levels adversely affect the needs of the buyers. The brands need to conduct need analysis before luring the customers for making purchases. Herein lays the effectiveness of the Maslow’s Hierarchy of Needs, which enhances the awareness towards the needs possessed by the buyers (Sheth, Sethia and Srinivas 2011). Considering the urgency of a situation transforms a need into a motive. Judgmental rationality in this direction assists the managers in fulfilling the specific needs, demands and requirements of the customers.
Addressing the problem
Hackers use different techniques for influencing the buyers. In some cases, the victims suffer from depression, which brings behavioural theory into the discussion. Negligence of the sellers into this affectation contradicts their motivation as well motivational attractions. Even if strategies are developed for luring the buyers, it holds no value, as they are in a stage, where helplessness overpowers logic in terms of purchase decisions (Egeberg, Thorvaldsen and Rønning 2016). Egeberg, Thorvaldsen and Rønning (2016) opine that different situations provoke the hackers to regulate the mindset of the people. This includes monetary rewards, impulses among others. Need analysis can be exercised on the hackers. This is in terms of gaining an insight into their mindset. This insight can assist in reducing the risk levels of the loss of personal data.
The methods used by the brands help the customers in creating perceptions. There are three perception processes- selective attention, selective distortion and selective retention. Selective attention can be related with marketing mix, as the sellers try to gain the attention of the buyers through the sale of quality products (Olson, McFerran, Morales and Dahl 2016). Selective distortion reflects the support, which is provided to the interpretation of the customers regarding their beliefs. Selective retention is the attempt of the marketers in terms of transmitting such information, which supports the beliefs of the buyers. Behavioural theories can be attached in this context. Strategic planning is a reasoned action in terms of attracting and retaining the customers. On the other hand, negligent approach towards the conducting need analysis of the buyers nullifies the ethical approach, which is needed for respecting the individual sentiments of the buyers. As a matter of specification, it is a devaluation for the Virtue Ethics (Reczek et al. 2017).
As per the arguments of Lee and Wu (2018), counselling the victims of cyber cullying can be one of the effective strategies for retaining the buyers. Apart from this, counselling the hackers would be an innovation in the field of technology. On the other hand, counselling the cybercriminals can also be fruitful in terms of delving deep into the factors, which compels them to indulge themselves into such crimes.
Considering Maslow’s Hierarchy of Needs enhances the awareness of the managers about the specific needs of the buyers. This need analysis, further, is assistance in terms of assessing the utility value for the identified and the specified needs. Herein lays the appropriateness of Utilitarianism. Social media marketing reflects an advanced step in terms of gaining prospective buyers. In this process, the approach of the sellers towards the activities of the buyers is crucial in terms of averting the risks of insecurity and hacking intervention.
Detailed theoretical critique of one Consumer Behaviour influence
sAccording to Balderjahn et al. (2018), conducting assessment of the risk level is a planned action towards ensuring the wellbeing of the buyers. With this, the concept of deontology can be associated. Taking the initiatives to install privacy cookies and policies is a matured approach in terms of aligning with the workplace ethics. Along with this, taking into consideration, Data Protection Act (1998) is another example of the deontological approach towards the customers.
Along with this, Hawkins Stern Impulse Buying Theory can also be considered in this scenario. Making purchases in responses to the advertisements is an indication of the impulsive behaviour of the buyers (Reczek et al. 2017). False promises and deceives are immature behaviour of the sellers in terms of attracting the attention of the customers. These actions demotivates the customers in terms of making quality purchases, affecting the decision-making process. One of the common expressions of the impulse can be anger in case of the buyers. This expression would lack logic. In such a situation, arguments severely affect the decision-making process. Here, logic and rationality takes a backseat in terms of buying power (Scheinbaum 2017).
Deontological approach is associated with the advertisements, which reflects the interaction with the customers. This projects the conglomeration between the brands and the culture of the buyers. Ethics here act as an agent between the brands and the customers. 3C model can be applied in this context. This is because advertisements establishes connection between the companies and the competitors. Safeguarding the customers from the instances of cyberbullying can be the initiatives towards preserving the culture of the customers (Olson et al. 2016).
Here, mention can be made of the opinion of psychologists, where inductive and deductive profiling helps in detecting the characteristic features of the criminals. Inductive profiling is done through the means of referring to statistical data about the behavioural patterns of the criminals. Olenik-Shemesh, Heiman and Eden (2017) opines that Deductive profiling involves the use of data including forensic evidence, crime scene evidence and offender characteristics.
Ethics is essential in terms of ensuring the wellbeing of the customers. This is applicable in all of the fields including marketing. In terms of luring the customers, ethics is an important aspect, as it bestows prospective buyers upon the brands. As a matter of specification, ethical or deontological approach is needed for understanding the specific needs, demands and requirements of the buyers (Balderjahn et al. 2018). Along with this, ethics also improves the thought process of the brands. There are two types of traditional ethical thinking- deontological and teleological. Deontological thinking involves the thoughts related to the right actions of the brands. It is the duty of the brands to install security software and cookies for the customers, so that their personal data is secured. In case of the victims of cyber bulling, this consciousness would be lacking. This is in terms of the fear of being taunted or mocked (Platkin, Link and Kwan 2017).
On the other hand, teleological thinking involves seeking the ways and means of being good and reflecting on the consequences. As per the statements of Sheth, Sethia and Srinivas (2011), conducting research on enhancing the supply chain network reflects the attempts towards creating good image in the minds of the buyers. This process involves the search towards improving the public relations.
Egoism and utilitarianism are the components, essential for the assessing the consequences of the attempts towards improving the public relationships. This involves the initiatives towards generating the utility value of the products and the services. In case of the cyber bullying victims, internet can be the medium to voice out their anger. This reflects the absence of straight forward approach in terms of confronting the culprit and claiming for the dishonour (Alhabash and McAlister 2015). If is it thought that the hackers are also human beings and their wellbeing also needs to be ensured, then it falls under deontological thinking. However, it would be against the ethics, as they commit crimes. However, open forums and discussions with the cybercriminals would act as an example of deontological thinking. Here, the aim would be to inculcate good moral values within the cybercriminals.
Teleological way of thinking can be considered as the result of the deontological thinking (Reczek et al. 2017). This is in terms of recapitulating on the consequences of exposing moral values and responsibilities. These moral values reflects the approach of the brands towards enhancing their corporate social responsibility. Data Protection Act (1998) proves the moral responsibility of the brands in terms of ensuring the privacy, security and wellbeing of the buyers. Verifying the identity of the hackers is the moral and corporate social responsibility of the brands in terms of enhancing the security and privacy levels.
Programs are needed for making the buyers aware of the cyber crimes and securing the personal information. Personality detectors can be an effective step in terms of detecting the extent to which decisions of the buyers have been affected. For this, frequent track needs to be kept on the response of the customers in the social networking sites and the websites (Lee and Wu 2018).
Conclusion
The advertisements of the brands affect the perceptions, attitudes and beliefs of the customers. Different factors, which affect the behaviour of the customers, are cultural, subcultural, behavioural and psychological. Among this, cultural factors are vital. This is because most of the companies and organizations lack the consideration towards preserving the culture of the buyers. Lack of adequate research regarding the consumer behaviour influences have compelled the buyers to be deprived of the efficient and effective means of making prospective decisions regarding purchases. As a result of this, the brands are compelled to encounter vulnerability in terms of the market position within the competitive ambience. Consideration of deontological and teleological ways of thinking is beneficial in terms of improving the approach towards enhancing the corporate social responsibility. Eagerness towards examining the approaches towards ensuring the safety of the customers brings Great Man Theory into the discussion. This consciousness creates a positive image about the brand in the minds of the customers. This is in terms of taking good care of their needs, demands and requirements. In order to maintain the culture of the buyers, ethical code of conduct is crucial. Within this, detecting the behaviours of the cyber bullying victims is primary step towards ensuring their wellbeing. As a result of this, need analysis needs to be done for restoring justice to the victims.
References
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