Segmenting Brands' Social Network Site (Sns) Consumers: A Four-Country Study

Since consumers are increasing their participation in social network sites (SNSs), more companies and brands are using SNSs to strategically communicate with consumers. This study investigates how brands' social network site (SNS) consumers can be segmented to identify the consumer segments that will be most responsive to marketing communications through brands´ SNSs. Data were collected through an online survey applied in four different countries: Australia, Chile, South Africa and Spain, with a final sample of 1025 respondents. Segments were determined through Two-Step cluster analyses and one-way ANOVAs. Four clusters emerged in the full data set: Social Seekers, Social Satellites, Social Fringe and Disinterested and validated in the four countries. A fifth segment, Social Tourists emerged in the South Africa data. Implications for marketers and practitioners are discussed.