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Exploring social media user segmentation and online brand profiles

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Abstract

Because of the relative recency of widespread participation in social media technologies, research on online social media users has been limited. Furthermore, the extant literature treats users as either homogeneous or segments on the basis of one dimension. This study provides a deeper understanding of the use of online social media technologies among young adults by developing a typology of social media users. In addition, the study assesses perceived profiles of brands reported as connecting well with customers in the online space, discusses the implications of the findings and presents a roadmap for future research in this emerging field.

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Notes

  1. Rogers is a billion dollar communications company and market leader in providing cable, Internet, wireless and cable telephone services, as well as being the exclusive distributor of i-Phone in Canada. The company also owns the covered sport stadium in Toronto and the Toronto Blue Jays baseball team.

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Acknowledgements

We would like to acknowledge the helpful comments and technical assistance provided by Richard Michon, Fernando Pardo and Christopher Wright in the development of this article.

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Authors and Affiliations

  1. Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, M5B 2K3, ON, Canada

    Mary Foster

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  1. Mary Foster
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  2. Bettina West
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  3. Anthony Francescucci
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Foster, M., West, B. & Francescucci, A. Exploring social media user segmentation and online brand profiles. J Brand Manag 19, 4–17 (2011). https://doi.org/10.1057/bm.2011.27

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