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Article
Who's behind the screen? Segmenting social venture consumers through social media usage
Journal of Retailing and Consumer Services
  • Te-Lin Chung, Iowa State University
  • Nwamaka A. Anaza, Francis Marion University
  • Joohyung Park, University of South Carolina
  • Adrienne Hall-Phillips, Worcester Polytechnic Institute
Document Type
Article
Publication Version
Accepted Manuscript
Publication Date
1-1-2016
DOI
10.1016/j.jretconser.2015.01.006
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
Comments

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

Creative Commons License
Creative Commons Attribution-Noncommercial-No Derivative Works 4.0
Copyright Owner
Elsevier Ltd.
Language
en
File Format
application/pdf
Citation Information
Te-Lin Chung, 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 Vol. 28 (2016) p. 288 - 295
Available at: http://works.bepress.com/telin-chung/7/