Title: Different strokes for different folks: why different user groups participate in online social media

Authors: Mary K. Foster; Anthony Francescucci; Bettina C. West

Addresses: Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5W 2K3, Canada. ' Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5W 2K3, Canada. ' Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5W 2K3, Canada

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.

Keywords: online social media; user segmentation; motivation; young adults; customer relationship management; CRM; barriers; community membership; friendship connections; information value; participation confidence; participation concerns; social networking; web based communities; online communities; virtual communities.

DOI: 10.1504/IJIMA.2012.046251

International Journal of Internet Marketing and Advertising, 2012 Vol.7 No.2, pp.103 - 119

Available online: 02 Apr 2012 *

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