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

dc.contributor.author Chung, Te-Lin
dc.contributor.author Anaza, Nwamaka
dc.contributor.author Chung, Telin
dc.contributor.author Park, Joohyung
dc.contributor.author Hall-Phillips, Adrienne
dc.contributor.department Apparel, Events and Hospitality Management
dc.date 2018-02-19T00:05:38.000
dc.date.accessioned 2020-06-29T22:48:01Z
dc.date.available 2020-06-29T22:48:01Z
dc.date.copyright Fri Jan 01 00:00:00 UTC 2016
dc.date.issued 2016-01-01
dc.description.abstract <p>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</p>
dc.description.comments <p>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." <em>Journal of Retailing and Consumer Services</em> 28 (2016): 288-295. doi: <a href="https://doi.org/10.1016/j.jretconser.2015.01.006" target="_blank" title="Persistent link using digital object identifier">10.1016/j.jretconser.2015.01.006</a>. Posted with permission</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/aeshm_pubs/85/
dc.identifier.articleid 1092
dc.identifier.contextkey 10925006
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath aeshm_pubs/85
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/2327
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/aeshm_pubs/85/2016_Chung_BehindScreen.pdf|||Sat Jan 15 02:12:37 UTC 2022
dc.source.uri 10.1016/j.jretconser.2015.01.006
dc.subject.disciplines Advertising and Promotion Management
dc.subject.disciplines Marketing
dc.subject.disciplines Social Media
dc.subject.keywords Create
dc.subject.keywords Connect
dc.subject.keywords Control
dc.subject.keywords Social venture
dc.subject.keywords Social media site
dc.subject.keywords Segmentation
dc.title Who's behind the screen? Segmenting social venture consumers through social media usage
dc.type article
dc.type.genre article
dspace.entity.type Publication
relation.isAuthorOfPublication 02585803-32cb-4138-a948-4f215832aaf9
relation.isOrgUnitOfPublication 5960a20b-38e3-465c-a204-b47fdce6f6f2
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