Who are more responding to marketing on social media? A motivation-based segmentation of Facebook users in Vietnam

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F18%3A63521169" target="_blank" >RIV/70883521:28120/18:63521169 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Who are more responding to marketing on social media? A motivation-based segmentation of Facebook users in Vietnam
Original language description
This study (1) explores users’ motivations to use social media in Vietnam market, (2) identifies different user segments based on these motivations, and (3) examines relationships between the user segments and their responses to marketing activities on social media. Facebook is selected as the social media platform of choice due to its popularity. We conduct a survey on a sample of 429 young Facebook users in Vietnam. Findings show that the motives for Facebook use can be identified as helping, social connection, social creation, entertainment, working, information seeking, learning, and status seeking. Using cluster analysis, we identify five Vietnamese Facebook user segments, namely Maximizers, Socializers, Middle of the road, Information seekers, and Laggards. Moreover, userswith different motivations for Facebook use have varying levels of responses to Facebook marketing. These findings provide firms with important implications for designing and implementing their marketing strategies on social media environments.
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
The Second International Conference on Marketing in the Connected Age
ISBN
978-604-84-3471-7
ISSN
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e-ISSN
neuvedeno
Number of pages
10
Pages from-to
41-51
Publisher name
Da Nang Publishing House
Place of publication
Danang
Event location
Danang City
Event date
Oct 6, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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