Segmentation of Users of Social Networking Websites

$39.00 plus tax (Refund Policy)

Buy Article:

Abstract:

The typology of networked consumers in The Netherlands presented in this study, was based on an online survey and obtained using latent segmentation analysis. This approach is based on the frequency with which users perform different activities, their sociodemographic variables, social networking experience, and patterns of interaction. The findings present new insights for marketing strategists wishing to use the communication potential of online social networks and for marketers willing to explore the potential of online networking as a low-cost, efficient alternative to traditional networking approaches. The findings also present researchers of social behavior with interesting insights into the role of online social networks as a platform for social interaction and communication.

Keywords: LATENT SEGMENTATION; SOCIAL MEDIA MARKETING; SOCIAL NETWORKING WEBSITES; USER PROFILES

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2012.40.3.401

Publication date: April 1, 2012

More about this publication?

Tools

Favourites

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more