2017
DOI: 10.7741/fie.2017.15.1.012
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Facebook Me Right: Needs-Based Segmentation of Facebook Brand Page Users

Abstract: In the era of social media, marketers have struggled to understand and serve participants' diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e… Show more

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