Segmentation of users of social networking websites

Carlota Lorenzo-Romero1, María-del-Carmen Alarcón-del-Amo1, Efthymios Constantinides2
1Department of Marketing, University of Castilla-La Mancha, Spain
2School of Management and Governance, University of Twente, Netherlands
Cite this article:  Lorenzo-Romero, C., Alarcón-del-Amo, M.-d.-C., & Constantinides, E. (2012). Segmentation of users of social networking websites. Social Behavior and Personality: An international journal, 40(3), 401-414.

Volume 40 Issue 3 | e2501 | Published: April 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.3.401

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact
The typology of networked consumers in The Netherlands presented in this study, was based on an online survey and obtained using latent segmentation analysis. This approach is based on the frequency with which users perform different activities, their sociodemographic variables, social networking experience, and patterns of interaction. The findings present new insights for marketing strategists wishing to use the communication potential of online social networks and for marketers willing to explore the potential of online networking as a low-cost, efficient alternative to traditional networking approaches. The findings also present researchers of social behavior with interesting insights into the role of online social networks as a platform for social interaction and communication.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.