|
Abstract
|
Social networks allow consumers to share marketing content and
advertise products for free through electronic word-of-mouth (eWOM)
communication. Consumers regularly share eWOM regarding their
motivations. Some of these motivations have been identified in previous
studies. This study aimed to understand how consumers can be segmented on
social networks according to the individual motivations for engagement in
eWOM. A self-organising map was used for segmentation. Data were collected
by sending questionnaire links to 385 Iranian users of Telegram, Facebook, and
Instagram using a convenience sampling method. A total of three segments
were identified: active users with low individual motivation, who spent a
relatively long time on social networks, but had low individual motivations to
participate in eWOM activities. Active users with high individual motivations
were young users who devoted the most time to social networks and were
highly motivated. Finally, inactive users with individual motivations who,
despite having sufficient individual motivations, spent very little time on social
networks. This study, by applying a self-organising map for segmenting
consumers on social networks, provides insights into how companies should
make strategies to engage consumers in eWOM communication, taking into
account individual motivations.
|