Segmenting emerging markets based on consumer responses towards social network advertising Online publication date: Thu, 12-Oct-2017
by Shalini N. Tripathi; Masood H. Siddiqui
International Journal of Indian Culture and Business Management (IJICBM), Vol. 15, No. 3, 2017
Abstract: A wealth of new digital technologies have enhanced the reach of marketers and enabled them to interact with consumers in a big way in emerging markets like India. The onset of the digital era has resulted in social network advertising (SNA) becoming an integral part of the communication mix of firms. The current study attempts to offer a more subtle understanding of consumer engagement with social media by closely examining consumer responses to social network advertising and the consequences thereof. It uses psychographic and other lifestyle variables as segmentation variables. Hence it will particularly be of interest to marketers and researchers on the lookout for upcoming marketing opportunities. Also, the study investigates how advertising on social networks impacts preferences of consumers; and their acceptance and avoidance of this advertising, in terms of their belief in ads appearing on social networking sites.
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