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

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 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Copyright Owner

Elsevier Ltd.

Language

en

File Format

application/pdf

Published Version

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