Segmenting brands' social network site (Sns) consumers : a four-country study

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dc.contributor.author Andrews, Lynda
dc.contributor.author Bianchi, Constanza
dc.contributor.author Wiese, Melanie
dc.contributor.author Cuneo, Andres
dc.contributor.author Fazal-E-Hasan, Syed
dc.date.accessioned 2020-06-10T13:14:32Z
dc.date.available 2020-06-10T13:14:32Z
dc.date.issued 2019
dc.description.abstract Since consumers are increasing their participation in social network sites (SNSs), more companies and brands are using SNSs to strategically communicate with consumers. This study investigates how brands' social network site (SNS) consumers can be segmented to identify the consumer segments that will be most responsive to marketing communications through brands´ SNSs. Data were collected through an online survey applied in four different countries: Australia, Chile, South Africa and Spain, with a final sample of 1025 respondents. Segments were determined through Two-Step cluster analyses and one-way ANOVAs. Four clusters emerged in the full data set: Social Seekers, Social Satellites, Social Fringe and Disinterested and validated in the four countries. A fifth segment, Social Tourists emerged in the South Africa data. Implications for marketers and practitioners are discussed. en_ZA
dc.description.department Marketing Management en_ZA
dc.description.librarian hj2020 en_ZA
dc.description.uri http://www.tandfonline.com/loi/wicm20 en_ZA
dc.identifier.citation Lynda Andrews, Constanza Bianchi, Melanie Wiese, Andrés Cuneo & Syed Fazal E. Hasan (2019) Segmenting Brands' Social Network Site (Sns) Consumers: A Four-Country Study, Journal of International Consumer Marketing, 31:1, 22-38, DOI: 10.1080/08961530.2018.1475273. en_ZA
dc.identifier.issn 0896-1530 (print)
dc.identifier.issn 1528-7068 (online)
dc.identifier.other 10.1080/08961530.2018.1475273
dc.identifier.uri http://hdl.handle.net/2263/74937
dc.language.iso en en_ZA
dc.publisher Routledge en_ZA
dc.rights © 2018 Taylor and Francis. This is an electronic version of an article published in Journal of International Consumer Marketing, vol. 31, no. 1, pp. 22-38, 2019. doi : 10.1080/08961530.2018.1475273. Journal of International Consumer Marketing is available online at : http://www.tandfonline.comloi/wicm20. en_ZA
dc.subject Social network site (SNS) en_ZA
dc.subject Brands en_ZA
dc.subject Cluster analysis en_ZA
dc.subject Facebook en_ZA
dc.subject Segmentation en_ZA
dc.title Segmenting brands' social network site (Sns) consumers : a four-country study en_ZA
dc.type Postprint Article en_ZA


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