THE SEGMENTATION OF FACEBOOK USERS FROM ROMANIA BY WOM BEHAVIOR

Ana Raluca Chiosa and Bogdan Anastasiei
Additional contact information
Ana Raluca Chiosa: AL. I. CUZA UNIVERSITY, IASI, ROMANIA
Bogdan Anastasiei: AL. I. CUZA UNIVERSITY, IASI, ROMANIA

Annals - Economy Series, 2015, vol. 5, 160-169

Abstract: The novelty of the research is the study of the Facebook eWOM behavior of Romanian users. The study was conducted on 640 respondents aged between 19 and 45 years old and it is representative for the population of internet users in urban areas of Romania. Statistical analysis aimed to identify the profile of Facebook users by grouping them into clusters. The analysis was performed in the SPSS software. The most important variable is “the actual process of using Facebook to seek product recommendation is pleasant” (cluster 1), followed by “seeking product recommendation on Facebook is enjoyable” (cluster 2). Dayly time spent on Facebook (cluster 3) is the variable with the slightest importance. The research results showed two consumer segments with different characteristics regarding eWOM behavior on Facebook. This information will help the marketing manager to adapt the social media communication and the promotion strategy according to the profile of each target. The companies should pay attention to their brand pages, to interact with users and to encourage them to recommend their products. Facebook brand page managers can launch creative contests or promotions, initiate interesting discussions or interactive activities, offer coupons or gifts.

Keywords: eWOM; electronic word of mouth; product recommendation; Facebook users (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.utgjiu.ro/revista/ec/pdf/2015-05/25_Chiosa%20Anastasei.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2015:v:5:p:160-169

Access Statistics for this article

More articles in Annals - Economy Series from Constantin Brancusi University, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Ecobici Nicolae ( this e-mail address is bad, please contact ).