Interact with me on my terms: a four segment Facebook engagement framework for marketers
Facebook is used by over 1 billion highly heterogeneous users each month. However, there exists little guidance for marketers when it comes to actionable consumer engagement strategies for this social media platform. The purpose of this article is to profile key segments of Facebook users and build...
Gespeichert in:
| Veröffentlicht in: | Journal of marketing management 2015-07, Vol.31 (11-12), p.1255-1284 |
|---|---|
| Hauptverfasser: | , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 1284 |
|---|---|
| container_issue | 11-12 |
| container_start_page | 1255 |
| container_title | Journal of marketing management |
| container_volume | 31 |
| creator | Hodis, Monica Alexandra Sriramachandramurthy, Rajendran Sashittal, Hemant C. |
| description | Facebook is used by over 1 billion highly heterogeneous users each month. However, there exists little guidance for marketers when it comes to actionable consumer engagement strategies for this social media platform. The purpose of this article is to profile key segments of Facebook users and build an implementable marketing strategy framework that can help marketers better target their Facebook consumers, and better craft their marketing mix and Facebook campaigns. Based on focus group interviews and a qualitative survey, four distinct types of Facebook users are identified and profiled: attention seekers, devotees, connection seekers and entertainment chasers. Correspondingly, a four-segment marketing strategy framework is proposed to guide content creation and engage consumers in thriving Facebook brand communities. |
| doi_str_mv | 10.1080/0267257X.2015.1012535 |
| format | Article |
| fullrecord | <record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_proquest_miscellaneous_1704339539</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>1704339539</sourcerecordid><originalsourceid>FETCH-LOGICAL-c454t-51f3026ca3b997a8a8559bc5bca974aee3017e6bba38d63e9c8d07dfa5c9151b3</originalsourceid><addsrcrecordid>eNp9kMFKAzEQhoMoWKuPIAS8eNmabDabjSdFrBYKXhR6C7PpbN12d1OTLaVvb2rrxYOngZ_vH2Y-Qq45G3FWsDuW5iqVajZKGZcx4qkU8oQMeKbShAuVn5LBnkn20Dm5CGHJWMq1VAMym3Q9erA93db9J22Ruo62OxrDNtxToJXbeBpw0WLX0zFYLJ1bUewWsMCfrPLQ4tb5VUQ9bcGvMJbDJTmroAl4dZxD8jF-fn96TaZvL5Onx2liM5n1ieSViLdZEKXWCgoopNSllaUFrTJAFIwrzMsSRDHPBWpbzJmaVyCt5pKXYkhuD3vX3n1tMPSmrYPFpoEO3SYYrlgmhJZCR_TmD7qMz3XxOsNzLVmqBZORkgfKeheCx8qsfR3f2hnOzN63-fVt9r7N0XfsPRx6dRdFtBCVNHPTw65xPjrqbB2M-H_FNygth1A</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>1695029305</pqid></control><display><type>article</type><title>Interact with me on my terms: a four segment Facebook engagement framework for marketers</title><source>Business Source Complete</source><creator>Hodis, Monica Alexandra ; Sriramachandramurthy, Rajendran ; Sashittal, Hemant C.</creator><creatorcontrib>Hodis, Monica Alexandra ; Sriramachandramurthy, Rajendran ; Sashittal, Hemant C.</creatorcontrib><description>Facebook is used by over 1 billion highly heterogeneous users each month. However, there exists little guidance for marketers when it comes to actionable consumer engagement strategies for this social media platform. The purpose of this article is to profile key segments of Facebook users and build an implementable marketing strategy framework that can help marketers better target their Facebook consumers, and better craft their marketing mix and Facebook campaigns. Based on focus group interviews and a qualitative survey, four distinct types of Facebook users are identified and profiled: attention seekers, devotees, connection seekers and entertainment chasers. Correspondingly, a four-segment marketing strategy framework is proposed to guide content creation and engage consumers in thriving Facebook brand communities.</description><identifier>ISSN: 0267-257X</identifier><identifier>EISSN: 1472-1376</identifier><identifier>DOI: 10.1080/0267257X.2015.1012535</identifier><language>eng</language><publisher>Helensburg: Routledge</publisher><subject>Advertising campaigns ; branding ; Brands ; Consumers ; engagement ; Entertainment ; Facebook ; Internet ; Market segments ; Market strategy ; Marketing ; qualitative ; Social media ; Social networks ; Studies ; word-of-mouth</subject><ispartof>Journal of marketing management, 2015-07, Vol.31 (11-12), p.1255-1284</ispartof><rights>2015 Westburn Publishers Ltd. 2015</rights><rights>Copyright Routledge 2015</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c454t-51f3026ca3b997a8a8559bc5bca974aee3017e6bba38d63e9c8d07dfa5c9151b3</citedby><cites>FETCH-LOGICAL-c454t-51f3026ca3b997a8a8559bc5bca974aee3017e6bba38d63e9c8d07dfa5c9151b3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,777,781,27905,27906</link.rule.ids></links><search><creatorcontrib>Hodis, Monica Alexandra</creatorcontrib><creatorcontrib>Sriramachandramurthy, Rajendran</creatorcontrib><creatorcontrib>Sashittal, Hemant C.</creatorcontrib><title>Interact with me on my terms: a four segment Facebook engagement framework for marketers</title><title>Journal of marketing management</title><description>Facebook is used by over 1 billion highly heterogeneous users each month. However, there exists little guidance for marketers when it comes to actionable consumer engagement strategies for this social media platform. The purpose of this article is to profile key segments of Facebook users and build an implementable marketing strategy framework that can help marketers better target their Facebook consumers, and better craft their marketing mix and Facebook campaigns. Based on focus group interviews and a qualitative survey, four distinct types of Facebook users are identified and profiled: attention seekers, devotees, connection seekers and entertainment chasers. Correspondingly, a four-segment marketing strategy framework is proposed to guide content creation and engage consumers in thriving Facebook brand communities.</description><subject>Advertising campaigns</subject><subject>branding</subject><subject>Brands</subject><subject>Consumers</subject><subject>engagement</subject><subject>Entertainment</subject><subject>Facebook</subject><subject>Internet</subject><subject>Market segments</subject><subject>Market strategy</subject><subject>Marketing</subject><subject>qualitative</subject><subject>Social media</subject><subject>Social networks</subject><subject>Studies</subject><subject>word-of-mouth</subject><issn>0267-257X</issn><issn>1472-1376</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2015</creationdate><recordtype>article</recordtype><recordid>eNp9kMFKAzEQhoMoWKuPIAS8eNmabDabjSdFrBYKXhR6C7PpbN12d1OTLaVvb2rrxYOngZ_vH2Y-Qq45G3FWsDuW5iqVajZKGZcx4qkU8oQMeKbShAuVn5LBnkn20Dm5CGHJWMq1VAMym3Q9erA93db9J22Ruo62OxrDNtxToJXbeBpw0WLX0zFYLJ1bUewWsMCfrPLQ4tb5VUQ9bcGvMJbDJTmroAl4dZxD8jF-fn96TaZvL5Onx2liM5n1ieSViLdZEKXWCgoopNSllaUFrTJAFIwrzMsSRDHPBWpbzJmaVyCt5pKXYkhuD3vX3n1tMPSmrYPFpoEO3SYYrlgmhJZCR_TmD7qMz3XxOsNzLVmqBZORkgfKeheCx8qsfR3f2hnOzN63-fVt9r7N0XfsPRx6dRdFtBCVNHPTw65xPjrqbB2M-H_FNygth1A</recordid><startdate>20150724</startdate><enddate>20150724</enddate><creator>Hodis, Monica Alexandra</creator><creator>Sriramachandramurthy, Rajendran</creator><creator>Sashittal, Hemant C.</creator><general>Routledge</general><general>Taylor & Francis Ltd</general><scope>AAYXX</scope><scope>CITATION</scope><scope>8BJ</scope><scope>FQK</scope><scope>JBE</scope></search><sort><creationdate>20150724</creationdate><title>Interact with me on my terms: a four segment Facebook engagement framework for marketers</title><author>Hodis, Monica Alexandra ; Sriramachandramurthy, Rajendran ; Sashittal, Hemant C.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c454t-51f3026ca3b997a8a8559bc5bca974aee3017e6bba38d63e9c8d07dfa5c9151b3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2015</creationdate><topic>Advertising campaigns</topic><topic>branding</topic><topic>Brands</topic><topic>Consumers</topic><topic>engagement</topic><topic>Entertainment</topic><topic>Facebook</topic><topic>Internet</topic><topic>Market segments</topic><topic>Market strategy</topic><topic>Marketing</topic><topic>qualitative</topic><topic>Social media</topic><topic>Social networks</topic><topic>Studies</topic><topic>word-of-mouth</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Hodis, Monica Alexandra</creatorcontrib><creatorcontrib>Sriramachandramurthy, Rajendran</creatorcontrib><creatorcontrib>Sashittal, Hemant C.</creatorcontrib><collection>CrossRef</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><jtitle>Journal of marketing management</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Hodis, Monica Alexandra</au><au>Sriramachandramurthy, Rajendran</au><au>Sashittal, Hemant C.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Interact with me on my terms: a four segment Facebook engagement framework for marketers</atitle><jtitle>Journal of marketing management</jtitle><date>2015-07-24</date><risdate>2015</risdate><volume>31</volume><issue>11-12</issue><spage>1255</spage><epage>1284</epage><pages>1255-1284</pages><issn>0267-257X</issn><eissn>1472-1376</eissn><abstract>Facebook is used by over 1 billion highly heterogeneous users each month. However, there exists little guidance for marketers when it comes to actionable consumer engagement strategies for this social media platform. The purpose of this article is to profile key segments of Facebook users and build an implementable marketing strategy framework that can help marketers better target their Facebook consumers, and better craft their marketing mix and Facebook campaigns. Based on focus group interviews and a qualitative survey, four distinct types of Facebook users are identified and profiled: attention seekers, devotees, connection seekers and entertainment chasers. Correspondingly, a four-segment marketing strategy framework is proposed to guide content creation and engage consumers in thriving Facebook brand communities.</abstract><cop>Helensburg</cop><pub>Routledge</pub><doi>10.1080/0267257X.2015.1012535</doi><tpages>30</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0267-257X |
| ispartof | Journal of marketing management, 2015-07, Vol.31 (11-12), p.1255-1284 |
| issn | 0267-257X 1472-1376 |
| language | eng |
| recordid | cdi_proquest_miscellaneous_1704339539 |
| source | Business Source Complete |
| subjects | Advertising campaigns branding Brands Consumers engagement Entertainment Internet Market segments Market strategy Marketing qualitative Social media Social networks Studies word-of-mouth |
| title | Interact with me on my terms: a four segment Facebook engagement framework for marketers |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-17T19%3A37%3A21IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Interact%20with%20me%20on%20my%20terms:%20a%20four%20segment%20Facebook%20engagement%20framework%20for%20marketers&rft.jtitle=Journal%20of%20marketing%20management&rft.au=Hodis,%20Monica%20Alexandra&rft.date=2015-07-24&rft.volume=31&rft.issue=11-12&rft.spage=1255&rft.epage=1284&rft.pages=1255-1284&rft.issn=0267-257X&rft.eissn=1472-1376&rft_id=info:doi/10.1080/0267257X.2015.1012535&rft_dat=%3Cproquest_cross%3E1704339539%3C/proquest_cross%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=1695029305&rft_id=info:pmid/&rfr_iscdi=true |