Customer Segmentation in Online Brand Communities

Wilson Ozuem () and Michelle Willis ()
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Wilson Ozuem: University for the Creative Arts
Michelle Willis: London Metropolitan University

Chapter 2 in Digital Marketing Strategies for Value Co-Creation 2e, 2025, pp 17-45 from Springer

Abstract: Abstract Market segmentation, a fundamental strategy in digital marketing, involves dividing a market into distinct groups of consumers with similar characteristics or needs. This enables businesses to tailor their marketing efforts to specific segments, thereby enhancing the effectiveness of their campaigns and fostering stronger customer relationships. In the digital age, online brand communities (OBCs) have emerged as powerful platforms for understanding and engaging with consumers. OBCs are virtual spaces where consumers connect, share experiences and discuss products or services. This chapter explores market segmentation from the perspective of OBCs; it examines how these communities can provide valuable insights into consumer preferences, behaviours and motivations. Marketers analyse interactions, discussions and content shared within these communities to identify distinct customer segments.

Date: 2025
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DOI: 10.1007/978-3-031-84613-7_2

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