TY - JOUR
T1 - Segmentation of users of social networking websites
AU - Lorenzo-Romero, C.
AU - Alarcon-del-Amo, M.d.C.
AU - Constantinides, Efthymios
PY - 2012
Y1 - 2012
N2 - 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
AB - 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
KW - IR-83707
KW - METIS-285676
U2 - 10.2224/sbp.2012.40.3.401
DO - 10.2224/sbp.2012.40.3.401
M3 - Article
VL - 40
SP - 401
EP - 414
JO - Social behavior and personality
JF - Social behavior and personality
SN - 0301-2212
IS - 3
ER -