Segmenting Ewom Engagers on Online Social Networks Based on Personal Characteristics and Behaviour
Year: 2013
Type: article
Study design: Observational Study
Abstract: The evolution of the Internet has extended consumers’ options for communicating theiropinions or experiences without any company filters by engaging in electronic word of mouth(eWOM). One of the mediums in which eWOM is effectively disseminated to multitude of peopleis online social networks (SNSs). SNSs are different from other channels of eWOM, because oftheir unique characteristic; source trustworthiness. The received information is from a personwhich is accepted as contact with the consent of the person. In this study, we tried to understandthe eWOM engagers on SNSs by personal characteristics and SNS usage behaviour basedsegmentation. With a sample size of 244, we conducted an online survey. Data was analyzed byfactor analysis first. Then, the factor scores were entered in a cluster analysis using a combinedhierarchical and non-hierarchical method. At the end, we defined four segments: viral producers,active communicators, average participators, passive communicators.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2182993187