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

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

The Second International Conference on Marketing in the Connected Age

ISBN

978-604-84-3471-7

ISSN

—

e-ISSN

neuvedeno

Počet stran výsledku

10

Strana od-do

41-51

Název nakladatele

Da Nang Publishing House

Místo vydání

Danang

Místo konání akce

Danang City

Datum konání akce

6. 10. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—