An Exploratory Study of Behavior-Based Segmentation Typology of Facebook Users in Thailand (original) (raw)
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2012
The growth of social networking sites (SNS) presents businesses and marketers with risks and challenges. Customers become sophisticated, empowered and increasingly involved in shaping of the marketing offer. Marketers are becoming aware of the threat of losing control over their message but also begin to realise the potential of SNS as marketing tools; understanding the nature of the SNS users and the way they interact online is a vital step in developing business strategies targeting and engaging the networked consumer. The paper presents an explorative survey on the demographics, background, adoption motives and behaviour of SNS users as bases for the identification of segments in this market. The survey, held among SNS users in The Netherlands, identifies four distinctive user profiles of social networking users. The paper presents the results of the survey, discusses the management implications of the findings and identifies areas of future research.
PERSONALITY' SEGMENTATION ON THE FACEBOOK USER IN THAILAND
Nowadays social network such as Facebook, has become very popular online communities. These social networks are focus on sharing people's interests and activities. There are many impacted factors on the use of social network. Furthermore, not only the impacted factors that make the differences on use of it but also the user personality traits play as a significance role of shaping their behavior of usage. While many studies concentrate on comparing between Introversion and Extraversion, in fact people have combined more than one personality in themselves. They may have the lead of personality but more likely to share between each personality. This research intends to find out the segmentation in term of usage behavior of Facebook which based on Big-Five personality traits. Therefore factor analysis is used, following by cluster analysis and testing the hypothesis by Chi-square test. Judgmental sampling technique will be used for data collection process.
REVISTA ESPACIOS, 2018
This study aims to establish whether the socioeconomic factors of Facebook users has a varying influence on their buying decisions after exposing to advertisements on it. The study was conducted on 865 respondents of Odisha (430 male & 435 female) of which 445 were rural & 420 were urban. The data was analyzed by applying linear regression along with MANOVA. Two of the packages namely R base along with diagram were used to perform linear regression and for visualization. The study takes gender, age, education, marital status, residence, occupation & income as socioeconomic factors and these are pitted against study variables like mode of shopping, frequency of purchase, amount spent & types of goods purchase. The study highlights the significant relationship between the socioeconomic factors & these study variables. Keywords: Facebook, advertisements, socioeconomic variables, buying decision
The Relation between Facebook Use Pattern and Demographic Factors
This study explored the pattern of Facebook use in Bangladesh and its relation with demographic factors. Stratified random sampling technique was used for data collection in this cross sectional study. We screened 1546 people from 11 different sites to find out those who were using Facebook for one year or more. Respondents with a diagnosed mental illness were excluded from the study. A total 341 people met the selection criteria. Participants completed an anonymous self-applied questionnaire. We used Statistical Package for the Social Sciences (SPSS) 21 for data analysis. The study revealed Facebook used rate was highest among the engineers and lowest among the garments workers. About 25% of the respondents had multiple Facebook accounts. Number of Facebook account was related to age, marital status and gender. Respondent having multiple Facebook accounts had more Facebook friends. Unmarried young male were more interested in creating multiple Facebook accounts. The first log in the Facebook in a day was related to gender and marital status. About 15% respondents admitted they failed to meet their responsibility due to excessive Facebook use and it was more common among the younger female students. In the study, 18% respondents considered themselves Facebook addict. The motivation and activities in Facebook varied among different demographic characteristics. Married people used Facebook more to communicate with friends, upload photos and for news while unmarried people used to play online games and to exchange academic information. Female were more concerned about the privacy setting. This study revealed few alarming pattern of Facebook in Bangladesh. Future researcher may explore the Facebook use related problems like Facebook addiction in developing countries in a large scale.
Effectiveness of Facebook as a Marketing Tool: A Study among the Users in Kathmandu Valley
World Academics Journal of Management, 2020
Advertisement is one of the vital marketing activities in the modern business environment. It is any paid form of non-personal communication by an identified sponsor to promote products through mass media. In the era of information-technology, the support of social media has been adopted by marketers. Hence, Facebook has been a popular platform for the marketers of Nepal to promote their goods and services. The paper has tried to find out the effectiveness of advertisements posted in the Facebook portal by the Nepalese marketer. An online survey among the 200 random Facebook users mentioning Kathmandu addresses was conducted to fulfill the objective of the paper. The paper found that the Nepalese Facebook users were more concerned with products and services posted, quality and affinity of the product and services, entertainment, and customization for the effectiveness of an advertisement. The products and services itself and the quality and affinity generated for those displayed or posted products and services at the portal of the social media mainly at Facebook are seen as the major factors that make it an effective social media as a marketing tool.
Patterns of Facebook usage among baby boomers, generation X and generation Y in Malaysia
Malaysia has the highest Facebook usage in South East Asia. With this in mind a study was conducted to investigate the pattern of Facebook usage amongst the Baby Boomers, Generation X and Generation Y in Malaysia. The study showed that there are no significant differences in the usage pattern and time spent amongst the three generations. There are, however, two activities which reflect the differences between the Baby Boomers and the younger generations (Gen X and Y): namely, reconnecting with people whom they have lost contact with and playing games. This study supported Rogers' Diffusion of Innovation theory and proved that the 'innovation' (Facebook) has the potential for full adoption within the social system given adequate time.
International Journal of Academic Research in Business and Social Sciences
Last couple of years, the growing activities of social media is incredibly dominating over television and the internet has been created a new advancement of business opportunities. For instance, social media has made as online communities for the youth groups. The available internet facilities have made people to use social media particularly Facebook for interacting each other without the need for physical appointment. This paper is predominantly endeavored to analyze and identify the influential factors of Facebook advertisement on the buying behavior of youth groups of Bangladeshi and Turkey consumers. Using descriptive statistics and Factor Analysis, the paper identifies and discusses mainly five important factors that influence two countries' youth groups in purchasing products and services advertised on Facebook. These analyses indicate that Facebook advertisings on the buying behavior of both countries are positive. The paper also discusses implications for retail brand managers about how to make effective Facebook advertisements.
Factors of Facebook Usage Among Malay Adults
International Journal of Academic Research in Business and Social Sciences
At present, Facebook is not only used by the teenagers, but it is also rather popular among the adults who use the social networking application with a variety of factors and specific goals. This study, therefore, aims to examine the factors that contribute to the increasing usage of Facebook among Malay adults in Malaysia. To carry out this research, a qualitative approach involving in-depth interviews with selected informants comprising adults aged 35 years and above was employed. From the analysis of the interviews, the findings showed that several factors caused the Malay adults to use Facebook. These factors are as following: (i) Facebook is used because there is a variety of interactive games available, (ii) Facebook is used in the job sector, (iii) Facebook has become a medium in starting an online business, (iv) Facebook constantly updates its application technology system and (vi) Facebook is easy to access.