TY - CHAP
T1 - Segmenting social media users based on ongoing brand activities to track consumer behavior change
AU - Choi, Youngtae
AU - Kroff, Michael W.
AU - Penagos-Londoño, Gabriel Ignacio
AU - Ruiz-Moreno, Felipe
N1 - Publisher Copyright:
© 2024, IGI Global. All rights reserved.
PY - 2024/3/4
Y1 - 2024/3/4
N2 - In this study, the authors segment Facebook users based on their responses to brands ' ongoing activities, including content relevance, personalization, responsiveness, and user empowerment, alongside user demographics and social media behavior. They examine variations in electronic word-of-mouth (eWOM) and purchase intentions across four distinct user segments detected: busy lurkers, selective seekers, active enthusiasts, and hesitators. Each segment displays unique responses to the brand activities, shedding light on demographic differences and diverse reactions. The research contributes both theoretically and empirically to understanding these user segments and offers valuable insights for brands and social media managers in effectively managing the relationship with their Facebook users.
AB - In this study, the authors segment Facebook users based on their responses to brands ' ongoing activities, including content relevance, personalization, responsiveness, and user empowerment, alongside user demographics and social media behavior. They examine variations in electronic word-of-mouth (eWOM) and purchase intentions across four distinct user segments detected: busy lurkers, selective seekers, active enthusiasts, and hesitators. Each segment displays unique responses to the brand activities, shedding light on demographic differences and diverse reactions. The research contributes both theoretically and empirically to understanding these user segments and offers valuable insights for brands and social media managers in effectively managing the relationship with their Facebook users.
UR - http://www.scopus.com/inward/record.url?scp=85189233724&partnerID=8YFLogxK
U2 - 10.4018/979-8-3693-1918-5.ch008
DO - 10.4018/979-8-3693-1918-5.ch008
M3 - Chapter
AN - SCOPUS:85189233724
SN - 9798369319185
SP - 192
EP - 216
BT - AI Impacts in Digital Consumer Behavior
PB - IGI Global
ER -