چکیده:
This research addresses the segmentation of customers based on their reaction to marketing and sales in social networks. The information for this descriptive-exploratory research is collected through a questionnaire. The statistical population includes 14,000 followers on a specific Instagram page, of which 224 were randomly selected as a sample. The two-step cluster analysis method was used to analyze the data, and consumers were ultimately segmented into five main clusters (Activists, Advocates, Indifferents, Inactives, and Opponents). Evidence suggests that the Activists and Advocates groups are highly influenced by advertising on social networks, and their most important motivators are brand engagement, willingness to buy, and word-of-mouth advertising. Activists, accounting for 18.3% of the population, are the most influenced group and are often composed of single women. Afterwards, Advocates also showed that they are influenced by marketing on social networks. Advocates make up 24.1% of the population and are the largest cluster among the five. The most important difference between Advocates and Activists is their unwillingness to buy. Overall, a significant portion of the population (42.4%) has shown a positive reaction to marketing on the Instagram social network.
خلاصه ماشینی:
Previous research provides valuable information for understanding online customer behavior, based on segmenting them based on usage and motivation for participation in social networks (Campbell, Fararo & Sands, 2014).
For example, previous research provided a perspective on the impact of social networks on users (Trusero, Bodapatti, Bucklin, 2010), awareness of how to influence through social networks (De Bruyn & Lilien, 2008; Kozinets, Valck & Wojnicki, 2010), and how to influence customer preferences (Narayan, Rao & Sanders, 2010; Taylor, Lewin & Pauwels, 2011).
This is while most of the research done, instead of examining how information is shared and how to react to marketing in social networks, has only examined the motivations of customers in online reciprocal communications (Taylor et al.
Based on past research, different demographic variables influence online customer behavior (Konus, Verhoef & Neslin, 2008), including: age, gender, education, and income (Kushwaha & Shankar, 2008).
After examining the profile of the members of this cluster, we came to the conclusion that these individuals use Instagram only for entertainment and do not consider this social network a suitable place to gather information.
Also, studies show that these individuals do not use Instagram for the purpose of gathering information and are not willing to connect with brands and respond to their marketing on social networks.
Ultimately, two main clusters were identified that were strongly influenced by marketing in social networks, considering their interest in brands, willingness to purchase, and word-of-mouth advertising.
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