Segmentation of Social Media Platforms in Terms of Perceived Benefits: Cluster Analysis on Brand Followers

Talha Bayır
Additional contact information
Talha Bayır: Sirnak University

Business and Economics Research Journal, 2023, vol. 14, issue 1, 109-121

Abstract: This study was designed to determine clusters of brand followers on social media platforms and a cluster analysis was carried out to obtain information about the functional, social and communication benefits of social media platforms. The population of this research, which was carried out on social media users, consists of 414 people selected by convenience sampling method. The online survey method was used to collect the data. The research model variables were analyzed by two-step cluster analysis and K mean cluster analysis. Then, discriminant and chi-square analysis were performed. Findings indicate that Instagram users in the cluster 1 have the highest perception of benefit, YouTube users in the cluster 3 have a high perception of benefit, and Facebook and Twitter users in the cluster 2 have an average perception of benefit in terms of brand follow-up.

Keywords: Social Media Segmentation; Brand Followers; Cluster Analysis; Functional Benefits; Social Benefits; Communication Benefits (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.berjournal.com/segmentation-of-social- ... s-on-brand-followers Full text (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:ris:buecrj:0627

Access Statistics for this article

Business and Economics Research Journal is currently edited by Adem Anbar

More articles in Business and Economics Research Journal from Uludag University, Faculty of Economics and Administrative Sciences Contact information at EDIRC.
Bibliographic data for series maintained by Adem Anbar ().