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Journals / EKEV Akademi Dergisi / 2013 / Cilt: 0 - Sayı: 57

SEGMENTING EWOM ENGAGERS ON ONLINE SOCIAL NETWORKS BASED ON PERSONAL CHARACTERISTICS AND BEHAVIOUR

Ayşegül SAĞKAYA GÜNGÖR
Tuğçe Ozansoy ÇADIRCI
Pages
33–50
Publication Date
2013-11-29
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

At the end, we defined four segments: viral producers, active communicators, average participators, passive communicators.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The evolution of the Internet has extended consumers’ options for communicating their opinions or experiences without any company filters by engaging in electronic word of mouth (eWOM).
📊
Key Findings & Data:With a sample size of 244, we conducted an online survey.
💡
Conclusion & Impact:At the end, we defined four segments: viral producers, active communicators, average participators, passive communicators.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:electronic word of mouth · eWOM · online social networks

Abstract

The evolution of the Internet has extended consumers’ options for communicating their opinions or experiences without any company filters by engaging in electronic word of mouth (eWOM). One of the mediums in which eWOM is effectively disseminated to multitude of people is online social networks (SNSs). SNSs are different from other channels of eWOM, because of their unique characteristic; source trustworthiness. The received information is from a person which is accepted as contact with the consent of the person. In this study, we tried to understand the eWOM engagers on SNSs by personal characteristics and SNS usage behaviour based segmentation. With a sample size of 244, we conducted an online survey. Data was analyzed by factor analysis first. Then, the factor scores were entered in a cluster analysis using a combined hierarchical and non-hierarchical method. At the end, we defined four segments: viral producers, active communicators, average participators, passive communicators.

Özet

The evolution of the Internet has extended consumers’ options for communicating their opinions or experiences without any company filters by engaging in electronic word of mouth (eWOM). One of the mediums in which eWOM is effectively disseminated to multitude of people is online social networks (SNSs). SNSs are different from other channels of eWOM, because of their unique characteristic; source trustworthiness. The received information is from a person which is accepted as contact with the consent of the person. In this study, we tried to understand the eWOM engagers on SNSs by personal characteristics and SNS usage behaviour based segmentation. With a sample size of 244, we conducted an online survey. Data was analyzed by factor analysis first. Then, the factor scores were entered in a cluster analysis using a combined hierarchical and non-hierarchical method. At the end, we defined four segments: viral producers, active communicators, average participators, passive communicators.

🔖

Cite This Article

GÜNGÖR, A. S., ÇADIRCI, T. O. (2013). SEGMENTING EWOM ENGAGERS ON ONLINE SOCIAL NETWORKS BASED ON PERSONAL CHARACTERISTICS AND BEHAVIOUR. EKEV Akademi Dergisi, Cilt: 0 - Sayı: 57, 33–50. https://ajindex.com/articles/716027

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