Campus Units
Apparel, Events and Hospitality Management
Document Type
Article
Publication Version
Accepted Manuscript
Publication Date
2016
Journal or Book Title
Journal of Retailing and Consumer Services
Volume
28
First Page
288
Last Page
295
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
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Copyright Owner
Elsevier Ltd.
Copyright Date
2016
Language
en
File Format
application/pdf
Recommended Citation
Chung, Te-Lin; Anaza, Nwamaka A.; Park, Joohyung; and Hall-Phillips, Adrienne, "Who's behind the screen? Segmenting social venture consumers through social media usage" (2016). Apparel, Events and Hospitality Management Publications. 85.
https://lib.dr.iastate.edu/aeshm_pubs/85
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