Title: Segmenting emerging markets based on consumer responses towards social network advertising

Authors: Shalini N. Tripathi; Masood H. Siddiqui

Addresses: Jaipuria Institute of Management, Vineet Khand, Gomtinagar, Lucknow-226010, India ' Jaipuria Institute of Management, Vineet Khand, Gomtinagar, Lucknow-226010, India

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.

Keywords: digital marketing; emerging market opportunities; marketing communication; social network advertising; SNA; consumer responsiveness; advertising effectiveness; psychographic variables; segmentation; cluster analysis; discriminant analysis; canonical correlation analysis.

DOI: 10.1504/IJICBM.2017.087307

International Journal of Indian Culture and Business Management, 2017 Vol.15 No.3, pp.255 - 277

Received: 26 Jan 2016
Accepted: 05 Oct 2016
Published online: 12 Oct 2017 *

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