Affiliation:
1. University of Saint Joseph, Macau
Abstract
As of March 2018, the number one online social network has 2.13 billion monthly active users. These 2.13 billion users are part of the Facebook Divide. The Facebook Divide Index has provided a new way to segment markets. On the country level, the four segments of Facebook Dominant, Facebook Majority, Facebook Growing, and Facebook Emerge have been proposed. In addition, users are categorized into Facebook Native, Facebook Immigrant, and Facebook Isolate. The new segmentation model allows marketers to produce different alternatives to market segmentation.
Subject
General Economics, Econometrics and Finance
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