Chapter 16: Consumer Monohoming in the Digital Age: Harnessing Social Media for Targeted Marketing Success

Consumer monohoming represents consumers who constantly interact with a single platform for shopping. In the digital marketing landscape, social media communications provide targeted information and personalised user experiences to customers, which induces a monohoming behaviour in consumers. This chapter highlights how limited choice and competition among platforms can affect consumer behaviour, leading to deeper emotional connections with brands that align with their values and ideals. By leveraging social media, businesses can foster meaningful interactions, enhance brand loyalty and drive engagement through personalised content and community-building efforts. Marketers are encouraged to adopt tailored strategies that resonate with specific monohomic segments, utilising influencer partnerships and social listening to refine their approaches. The first part of this chapter digs into instruments that initiate consumer monohoming, such as algorithmic curation, social influence and convenience, which induce consumers to consume in one place. The second slice of this chapter explores how marketers can create more effective marketing campaigns on digital platforms by leveraging data analytics and customer behaviour perceptions on social media platforms like Facebook, YouTube and Instagram. This chapter thoroughly analyses key trends in social media sites and consumer demographics that outline monohoming behaviour. The discussion section of this chapter highlights potential risks and obstacles in this situation. This chapter also raises concerns about data privacy and platform dependency. Ultimately, this chapter accentuates the crucial role of social media in promoting consumer communication and engagement and the need for businesses to adapt to the monohoming trend in the digital age.