Social Media Marketing as a Segmentation Tool

Jorge Serrano-Malebran, Cristian Vidal-Silva () and Iván Veas-González
Additional contact information
Jorge Serrano-Malebran: Department of Administration, Universidad Católica del Norte, Angamos 0610, Antofagasta 1270709, Chile
Cristian Vidal-Silva: School of Videogame Development and Virtual Reality Engineering, Faculty of Engineering, University of Talca, Talca 3460000, Chile
Iván Veas-González: Department of Administration, Universidad Católica del Norte, Angamos 0610, Antofagasta 1270709, Chile

Sustainability, 2023, vol. 15, issue 2, 1-16

Abstract: The aim of this study was to determine consumer segments based on the acceptance of shoppable ads from fashion brands on online social media platforms. To achieve this objective, we used the technology acceptance model (TAM) to offer a vision of the perceptions of the shoppable ads, attitudes and behaviors of social network users, using social media marketing activities as a background. Second, we searched for fashion social buyer segments using finite mixture partial least squares (FIMIX-PLS). Third, we sought to characterize these consumer segments. A sample of 486 users of social networks who accessed through mobile devices was obtained. The inclusion of social media marketing variables as antecedents of acceptance allowed us, to a large extent, to understand the intention to buy clothing by these social media users. The a posteriori segmentation technique helps to identify different types of users who use shoppable ads and their relationship with age and concerns about privacy, trust and purchases made on the Internet. The results show that, based on the explained variance and model fit, the proposed variables allow us to explain acceptance, with two groups of consumers within the sample being found.

Keywords: segmentation; technology acceptance; social media marketing; social commerce; fashion brands (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/2/1151/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/2/1151/ (text/html)

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:gam:jsusta:v:15:y:2023:i:2:p:1151-:d:1028380

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().