Segmenting Social Media Users Based on Ongoing Brand Activities to Track Consumer Behavior Change

Abstract

In this study, the authors segment Facebook users based on their responses to brands' ongoing activities, including content relevance, personalization, responsiveness, and user empowerment, alongside user demographics and social media behavior. They examine variations in electronic word-of-mouth (eWOM) and purchase intentions across four distinct user segments detected: busy lurkers, selective seekers, active enthusiasts, and hesitators. Each segment displays unique responses to the brand activities, shedding light on demographic differences and diverse reactions. The research contributes both theoretically and empirically to understanding these user segments and offers valuable insights for brands and social media managers in effectively managing the relationship with their Facebook users.