Segmenting Costumers Based on Their Reactions to Social Networks Marketing on Instagram

Document Type: Research Paper

Authors

1 MSc. Student, EMBA- Marketing, Faculty of Management, Tehran University, Tehran, Iran

2 Assistant Prof., Faculty of Management, Tehran University, Tehran, Iran

Abstract

Since customers react differently to business and marketing on social networks, the researcher is looking for segmenting customers into different categories according to their reaction to marketing in social networks. The present study is a descriptive-exploratory research and the data were collected through a questionnaire. The population of 14,000 follower of the researcher’s personal page on Instagram were analyzed and a sample 224 members were randomly selected. To analyze the data, a two-step clustering method was applied. As a result, five distinct clusters (the active, the talker, the hesitant, the passive and the averse) were identified. Two segments were reported to be highly influenced by social networks marketing in terms of brand engagement, purchase intention and word of mouth advertisement (WOM). The "Active" are the most influenced group including 18.3% of the population most of whom are single girls or women. The next group that are influenced the most by social networks marketing is the "Talker". This group represents 24.1% of the population, the most populated group. The "Talker" are different from the "Active" in term of their intention to purchase. Totally, 42.2% of the population are reported to be influenced by social networks marketing.

Keywords

Main Subjects


مؤمنی، م.، فعال قیومی، ع. (1387). تحلیل آماری با استفاده از SPSS، تهران: انتشارات کتاب نو.

Aljukhadar, M. & Senecal, S. (2011). Segmenting the online consumer market. Marketing Intelligence & Planning, 29(4), 421-435.

Bhatnagar, A. & Ghose, S. (2004a). A latent class segmentation analysis of e-shoppers. Journal of Business Research, 57(7), 758-767.

Bhatnagar, A. & Ghose, S. (2004b). Segmenting consumers based on the benefits and risks of internet shopping. Journal of Business Research, 57(12), 1352-1360.

Boyd, D.M. & Ellison, N.B. (2007). Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.

Brown, J., Broderick, A. & Lee, N. (2007). Word of mouth communication within online communities: conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20.

Campbell, C., Ferraro, C. & Sands, S. (2014). Segmenting consumer reactions to social network marketing. European Journal of Marketing, 48(3/4), 432 – 452.

De Bruyn, A. & Lilien, G. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.

Deighton, J. & Kornfeld, L. (2009). The effect of word of mouth on sales: online book reviews. Journal of Interactive Marketing, 43(3), 345-354.

Foster, M., West, B. & Francescucci, A. (2011). Exploring social media user segmentation and online brand profiles. Journal of Brand Management, 19(1), 4-17.

Fournier, S. & Avery, J. (2011). The uninvited brand. Business Horizons, 54 (3), 193-207.

Fournier, S. & Mayzlin, D. (2009). Firm-created word-of-mouth communication: evidence from a field test. Marketing Science, 28(4), 721-739.

Hirschman, E.C. & Holbrook, M.B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.

Kaplan, A.M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.

Kaplan, A.M. & Haenlein, M. (2011a). Two hearts in three-quarter time: how to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253-263.

Konus, U., Verhoef, P.C. & Neslin, S.A. (2008). Multichannel shopper segments and their covariates. Journal of Retailing, 84(4), 398-413.

Kozinets, R.V.,  De Valck, K., Wojnicki, A. & Wilner, S. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89.

Kushwaha, T.L. & Shankar, V. (2008). Single Channel vs. multichannel retail customer: correlates and consequences, working paper, Texas A & M University, College Station, TX.

Li, C. & Bernof, J. (2008). Groundswell: Winning in a World Transformed by Social Technologies. Harvard Business Press, Boston, MA.

Mathwick, C., Malhotra, N. & Rigdon, E. (2002). The effect of dynamic retail experience on experiential perceptios of value: an internet and catalog comparison. Journal of Retailing, 78(1), 51-61.

Momeni, M. & Faal Ghayomi, A. (2008). Statistical Analyze with SPSS Software, Tehran: Ketab No Poblicant. (in Persian)

Muniz, A.M. & Schau, H.J. (2011). How to inspire value-laden collaborative consumer-generated content. Marketing Science, 30(2), 368-384.

Narayan, V., Rao, V.R. & Saunders, C. (2011). How peer influence affect attribute preferences: a Bayesian updating mechanism. Marketing Science, 30(2), 368-384.

Parent, M., Plangger, K. & Bal, A. (2011). The new WTP: willingness to participate. Business Horizons, 54(3), 219-229.

Sprott, D. & Czellar, S. (2009). The importance of a general measure of brand engagement on market behavior: development and validation of a scale. Journal of Marketing, 46(1), 92-104.

Sung, H. & Jeon, Y. (2009). A profile of Koreans: who purchse fashion goods online. Journal of Fashion Marketing and Management, 13 (1), 79-97.

Taylor, D.G., Lewin, J.E. & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks. Journal of Advertising Research, 51(1), 258-275.

Trusov, M., Bodapati, A. & Bucklin, R. (2010). Determining influential users in internet social networks. Journal of Marketing, 47(4), 643-660.

Trusov, M., Bucklin, R. & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of Marketing, 73(5), 90-102.

Wedel, M. & Kamakura, W. (2009). Market Segmentation: Conceptual and Methodological Foundations. Kluwer Academic Publishers, Boston, MA.

Wedel, M. & Kamakura, W. (2011). Introduction to the special issue on market segmentation. International Journal of Research in Marketing, 19(3), 181-183.