Authors: Mesut Çiçek; İrem Eren-Erdoğmuş
Addresses: Department of Business Administration, Faculty of Economics and Administrative Sciences, Yalova University, Sarfan Campus, 77100, Yalova, Turkey ' Department of Business Administration, Marmara University, Anadolu Hisarı Campus, Anadolu Hisarı, Beykoz, 34810, Istanbul, Turkey
Abstract: Recent decades witnessed changes, opportunities, and challenges in marketing with the introduction of Web 2.0, the personalised, communicative form of the internet on which social media is based upon. Given the opportunities it provides, companies need to analyse and understand this new generation digital world and its users. Classifying diverse user behaviours into meaningful categories of user types can be a starting step. The objective of this study, therefore, is to classify the users according to social media usage preferences and determine their demographic profiles. For this purpose, a descriptive research was conducted in Turkey, which is considered as one of the most socially present emerging market nations. Cluster analysis, factor analysis, and ANOVA were applied on the data. The findings indicated that social media users in Turkey consist of five groups which are inactives (33%), sporadics (33%), entertainment users (12%), debaters (15%), and advanced users (7%). Implications are given for marketers who think about targeting one of these groups.
Keywords: social media marketing; cluster analysis; user typology; Web 2.0; Turkey; factor analysis; ANOVA.
International Journal of Technology Marketing, 2013 Vol.8 No.3, pp.254 - 271
Received: 11 Dec 2012
Accepted: 09 May 2013
Published online: 25 Jul 2013 *