Who's behind the screen? Segmenting social venture consumers through social media usage

Date
2016-01-01
Authors
Chung, Te-Lin
Anaza, Nwamaka
Chung, Telin
Park, Joohyung
Hall-Phillips, Adrienne
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Altmetrics
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Apparel, Events and Hospitality Management
Abstract

With the growing popularity of social media as a tool for marketing social causes and the increasing significance of social ventures in today's market economy, it is important to understand the heterogeneous nature of social venture consumers in regard to their social media usage. Using cluster analysis of survey responses from 305 consumers of various social ventures, four distinct segments of consumers who support social ventures were identified – social observers, active contributors, social connectors, and moderate contributors – based on three dimensions of social media site usage: creating content, connecting with others, and control over the user experience. Further analysis of survey results revealed that these four segments of consumers show significant differences in supporting behaviors

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This is an accepted manuscript of an article published as Chung, Te-Lin Doreen, Nwamaka A. Anaza, Joohyung Park, and Adrienne Hall-Phillips. "Who's behind the screen? Segmenting social venture consumers through social media usage." Journal of Retailing and Consumer Services 28 (2016): 288-295. doi: 10.1016/j.jretconser.2015.01.006. Posted with permission

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