Political segmentation based on pictorial preferences on social media

Mehmet Özer Demir (), Biagio Simonetti () and Zuhal Gök Demir ()
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Mehmet Özer Demir: Alanya Alaaddin Keykubat University
Biagio Simonetti: University of Sannio
Zuhal Gök Demir: Akdeniz University

Quality & Quantity: International Journal of Methodology, 2023, vol. 57, issue 3, No 8, 367-381

Abstract: Abstract Social media platforms, which are accepted as a channel for selling, listening and receiving continuous feedback from customers, have the opportunity to expand beyond the limits of traditional mass media channels. Social media mechanisms work well if the right message is delivered to the right person, so knowing the person concerned is a prerequisite for communication. This article aims to explore the potential of photos shared, liked and commented on social media as a consumer segmentation tool. The findings of study should help understand customer segments and deliver customized products, services, and advertisements. An online survey consisting of pictures and items was conducted in Turkey. The aim was to evaluate users' pictorial preferences to identify different consumer segments. The Support Vector Machine procedure revealed the existence of two clusters. It enables them to recognize different segments, to see marketers as individuals in order to communicate with themselves and to understand world views from a variety of perspectives.

Keywords: Segmentation; Political orientation; Pictorial preferences; Machine learning (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11135-020-01082-7

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