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Segmenting Costumers Based on Their Reactions to Social Networks Marketing on Instagram | ||
| Journal of Information Technology Management | ||
| مقاله 8، دوره 9، شماره 3، 2017، صفحه 571-586 اصل مقاله (489.77 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/jitm.2017.62217 | ||
| نویسندگان | ||
| Rashin Ghahreman1؛ Masoud Keimasi* 2؛ Ali Heidari2 | ||
| 1MSc. Student, EMBA- Marketing, Faculty of Management, Tehran University, Tehran, Iran | ||
| 2Assistant Prof., Faculty of Management, Tehran University, Tehran, Iran | ||
| چکیده | ||
| 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. | ||
| کلیدواژه‌ها | ||
| Costumer Reaction؛ Marketing؛ Clustering؛ Segmenting Costumers؛ social networks | ||
| مراجع | ||
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