Browse > Article
http://dx.doi.org/10.7741/fie.2017.15.1.012

Facebook Me Right: Needs-Based Segmentation of Facebook Brand Page Users  

Lee, Kiwon (Hospitality Management, School of Foundations, Leadership, and Administration, Kent State University)
Lim, Heejin (Dept. of Retail, Hospitality, and Tourism Management, University of Tennessee)
Publication Information
Fashion, Industry and Education / v.15, no.1, 2017 , pp. 12-28 More about this Journal
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., residents, lurkers, and peepers) based on participants' functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants' engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups.
Keywords
online brand community; online social networking; Facebook; user gratification;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Kim, H. Y. (2007). Toward customer love: investigating the antecedents and outcomes of satisfied customers' emotional attachments to retailers (Doctoral dissertation, University of Tennessee). Retrived from http://trace.tennessee.edu/utk_graddiss/213/
2 Kinard, B. R., & Capella, M. L. (2006). Relationship marketing: The influence of consumer involvement on perceived service benefits. Journal of Services Marketing, 20(6), 359-368. doi:10.1108/08876040610691257   DOI
3 Ko, H., Cho, C. H., & Roberts, M. S. (2005). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of Advertising, 34(2), 57-70. doi:10.1080/00913367.2005.10639191   DOI
4 Kozinets, R. V. (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264. doi:10.1016/S0263-2373(99)00004-3   DOI
5 Kwak, H. (2012). Self-disclosure in online media: An active audience perspective. International Journal of Advertising, 31(3), 485-510. doi:10.2501/IJA-31-3-485-510   DOI
6 Kwok, L., & Yu, B. (2013). Spreading social media messages on Facebook: An analysis of restaurant business-toconsumer communications. Cornell Hospitality Quarterly, 54(1), 84-94. doi:10.1177/1938965512458360   DOI
7 Lee, Y., & Cho, N. H. (2014). The relationship of the characteristics of fasion brand SNS, relationship quality and purchase intention: Focusing on Facebook. The Research Journal of the Costume Culture, 22(5), 834-847. doi:10.7741/rjcc.2014.22.5.834   DOI
8 Lim, H., & Kumar, A. (2017). Drivers and outcomes of brand online social networking: A fragmentation-based approach. Manuscript submitted for publication.
9 Lyu, J., & Lim, H. (2014). The role of a sense of community in online brand social networking. Paper presented at the 2014 ACRA conference, Dallas: TX.
10 McKenna, K. Y., & Bargh, J. A. (1999). Causes and consequences of social interaction on the Internet: A conceptual framework. Media Psychology, 1(3), 249-269. doi:10.1207/s1532785xmep0103_4   DOI
11 Membrillo, A. (2016, August 11). 5 Great ways paid social ads can equal more restaurant reviews. Fast Casual. Retrived from http://www.fastcasual.com/blogs/5-great-ways-paid-social-ads-can-equal-more-restaurant-reviews
12 Papacharissi, Z., & Rubin, A. M. (2000). Predictors of internet use. Journal of Broadcasting & Electronic Media, 44(2), 175-196. doi:10.1207/s15506878jobem4402_2   DOI
13 Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. doi:10.2501/IJA-30-1-013-046   DOI
14 National Restaurant Association. (2014). 2014 Restaurant industry forecast. Washington, D.C: National Restaurant Association.
15 Pang, H. (2016). Understanding key factors affecting young people's WeChat usage: an empirical study from uses and gratifications perspective. International Journal of Web Based Communities, 12(3), 262-278. doi:10.1504/IJWBC.2016.077757   DOI
16 Park, C. W., MacInnis, D. J., & Priester, J. (2009). Brand attachment and a strategic brand exemplar. In B. Schmitt & D. Rogers, (Eds.), Handbook on brand and experience management (pp.3-17). Northampton, MA: Edward Elgar Publishing.
17 Park, H., & Kim, Y. (2014). The role of social network websites in the consumer-brand relationship. Journal of Retailing and Consumer Services, 21(4), 460-467. doi:10.1016/j.jretconser.2014.03.011   DOI
18 Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption: an ethnography of the new bikers. Journal of Consumer Research, 22(1), 43-61. doi:10.1086/209434   DOI
19 Pinho, J. C., & Soares, A. M. (2015). Response to advertising on online social networks: The role of social capital. International Journal of Consumer Studies, 39(3), 239-248. doi:10.1111/ijcs.12172   DOI
20 Reesman, B. (2015, March). Other side of the aisle. QSR. Retrived from https://www.qsrmagazine.com/competition/otherside-aisle
21 Seo, M. J., & Burns, L. D. (2012). How apparel companies use social media: The case of Facebook. The Research Journal of the Costume Culture, 20(3), 430-442. doi:10.7741/rjcc.2012.20.3.430   DOI
22 Statista.com, (2015). Number of monthly active Facebook users worldwide as of 2nd quarter 2015 (in millions). [Data file]. Retrived from http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-usersworldwide
23 Shao, W., Ross, M. & Grace, D. (2015) Developing a motivation-based segmentation typology of Facebook users. Marketing Intelligence & Planning, 33(7), 1071-1086. doi:10.1108/MIP-01-2014-0014   DOI
24 Stafford, T. F. (2008). Social and usage-process motivations for consumer Internet access. Journal of Organizational & End User Computing, 20(3), 1-21. doi:10.4018/joeuc.2008070101   DOI
25 Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004). Determining uses and gratifications for the Internet. Decision Sciences, 35(2), 259-288. doi:10.1111/j.00117315.2004.02524.x   DOI
26 Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34. doi:10.1509/jmkg.69.3.19.66363   DOI
27 Sung, Y., Kim, Y., Kwon, O., & Moon, J. (2010). An explorative study of Korean consumer participation in virtual brand communities in social network sites. Journal of Global Marketing, 23(5), 430-445. doi:10.1080/08911762.2010.521115   DOI
28 Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362-369. doi:10.1108/QMR-06-2013-0041   DOI
29 Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216-223. doi:10.1016/j.jbusres.2012.07.015   DOI
30 Aldenderfer, M. S., & Blashfield, R. K. (1984). Cluster analysis. Newbury Park; CA: Sage Publication.
31 Amezcua, B., & Quintanilla, C. (2016). When eWOM becomes cynical. International Journal of Consumer Studies, 40(3), 290-298. doi:10.1111/ijcs.12254   DOI
32 Bagozzi, R. P., & Dholakia, U. M. (2006). Open source software user communities: A study of participation in Linux user groups. Management Science, 52(7), 1099-1115. doi:10.1287/mnsc.1060.0545   DOI
33 Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291. doi:10.1016/j.jbusres.2007.06.022   DOI
34 Barnes, N. G., Lescault, A. M., & Homes, G. (2015). The 2015 fortune 500 and social media:Instagram Gains, Blogs Lose. Retrieved from University of Massachusetts, Dartmouth Center for Marketing Research website: http://www.umassd.edu/cmr/socialmediaresearch/2015fortune500/
35 Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. L. Shostack, & G. Upah (Eds.), Emerging Perspectives on Services Marketing (pp. 25-28). Chicago, IL: American Marketing Association.
36 Berry, L. L. (1995). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. doi:10.1177/009207039502300402   DOI
37 de la Pena, A., & Quintanilla, C. (2015). Share, like and achieve: The power of Facebook to reach health-related goals. International Journal of Consumer Studies, 39(5), 495-505. doi:10.1111/ijcs.12224   DOI
38 Dholakia, U. M., Blazevic, V., Wiertz, C., & Algesheimer, R. (2009). Communal service delivery: How customers benefit from participation in firm-hosted virtual P3 communities. Journal of Service Research, 12(2), 208-226. doi:10.1177/1094670509338618   DOI
39 Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behavior: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277. doi:10.1080/0965254X.2015.1095222   DOI
40 Dopson, L. R., & Hayes, D. K. (2016). Food and beverage cost control (6th ed.). Hoboken, N J: John Wiley & Sons.
41 Hair, J. F. Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
42 Eisenbeiss, M., Blechschmidt, B., Backhaus, K., & Freund, P. A. (2012). The (real) world is not enough: Motivational drivers and user behavior in virtual worlds. Journal of Interactive Marketing, 26(1), 4-20. doi:10.1016/j.intmar.2011.06.002   DOI
43 Formann, A. K. (1984). Die Latent-Class-Analyse: Einfuhrung in die Theorie und Anwendung. Weinheim, Germany: Beltz.
44 Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of Service Research, 3(1), 82-104. doi:10.1177/109467050031006   DOI
45 Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80(2), 139-158. doi:10.1016/j.jretai.2004.04.002   DOI
46 Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13. doi:10.1016/j.jbusres.2008.01.018   DOI
47 Huang, E. (2008). Use and gratification in e-consumers. Internet Research, 18(4), 405-426. doi:10.1108/10662240810897817   DOI
48 Kang, J., Tang, L., & Fiore, A. M. (2015). Restaurant brand pages on Facebook. International Journal of Contemporary Hospitality Management, 27(7), 1662-1684. doi:10.1108/IJCHM-02-2014-0075   DOI
49 Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509-523.   DOI