Abstract

GOYZUETA RIVERA, Samuel Israel. Segmentation of facebook social network: an opportunity for the company. Perspectivas [online]. 2011, n.28, pp.33-61. ISSN 1994-3733.

The high degree of complexity of consumer behavior has made that marketers strive too much to try to understand it. In addition, consumer behavior "online", which in this century has been spread by the amazing social networks, is an issue that remains for study and research. Theories and research are beginning to emerge about the determinants that may affect consumers "online" such personal, cultural, social and psychological factors. This research addresses the particular behavior and perceptions of the service that a user has about Facebook social network and thus it is segmented and characterized. We will study specifically socio-demographic, behavioral, cognitive, affective and conative variables that could affect the user of the social network, from the perspective of the level of knowledge of Facebook. We analyze socio-demographic, behavioral, cognitive, affective and conative descriptors among which there are more than 20 study variables. For this purpose, a multivariate analysis technique such as CHAID tree analysis (Chi-Square Automatic Interaction Detector) is used.

Keywords : segmentation; social network; Facebook; CHAID analysis.

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