Different strokes for different folks: why different user groups participate in online social media
by Mary K. Foster; Anthony Francescucci; Bettina C. West
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 7, No. 2, 2012

Abstract: This study examines the motivations and the barriers that influence participation in online social media among users between the ages of 18 and 30. A survey of 2,471 young adults attending a large urban Canadian university identifies four distinct social media technology (SMT) user segments that differ in their online information and interactive participation needs. This typology provides marketers with a framework to develop more targeted online strategies for customer relationship management.

Online publication date: Thu, 04-Sep-2014

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