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SEGMENTING EWOM ENGAGERS ON ONLINE SOCIAL NETWORKS BASED ON PERSONAL CHARACTERISTICS AND BEHAVIOUR

Yıl 2013, Sayı: 57, 33 - 50, 29.11.2013

Öz

The evolution of the Internet has extended consumers’ options for communicating their
opinions or experiences without any company filters by engaging in electronic word of mouth
(eWOM). One of the mediums in which eWOM is effectively disseminated to multitude of people
is online social networks (SNSs). SNSs are different from other channels of eWOM, because of
their unique characteristic; source trustworthiness. The received information is from a person
which is accepted as contact with the consent of the person. In this study, we tried to understand
the eWOM engagers on SNSs by personal characteristics and SNS usage behaviour based
segmentation. With a sample size of 244, we conducted an online survey. Data was analyzed by
factor analysis first. Then, the factor scores were entered in a cluster analysis using a combined
hierarchical and non-hierarchical method. At the end, we defined four segments: viral producers,
active communicators, average participators, passive communicators.

Kaynakça

  • Alarcón-del-Amo, M. C., Lorenzo-Romero, C. and Gomez-Borja, M. A. (2011) ‘Classifiying and profiling social networking site users: A latent segmentation approach”, Cyberpsychology, Behavior, and Social Networking, Vol. 14 No. 19, pp. 547-53.
  • Amichai-Hamburger, Y., Kaynar, O., and Fine, A. (2007) ‘The effects of need for cognition on Internet use”, Computers in Human Behavior, Vol.23 No.1, pp. 880-91.
  • Bearden, W.O. and Rose, R.L. (1990) ‘Attention to social comparison information: an individual difference factor affecting consumer conformity”, Journal of Consumer Research, Vol. 16 No.4, pp. 461–471.
  • Boyd, D. M. and Ellison, N. B. (2008) ‘Social network sites: Definition, history and scholarship”, Journal of Computer-Mediated Communication, Vol. 13, pp. 210- 30.
  • Cacioppo, J.T. and Petty, R.E. (1982) “The Need for Cognition”, Journal of Personality and Social Psychology, Vol.42 No.1, pp.116-31.
  • Chu, S.C. and Kim, Y. (2011) ‘Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites”, International Journal of Advertising, Vol.30 No.1, pp.47-75.
  • Cohen, A.R., Stotland, E., and Wolfe, D.M. (1955) “An experimental investigation of need for cognition”, Journal of Abnormal and Social Psychology, Vol.51, No.2, pp.291-4.
  • Cohen, J.B. and Golden, E. (1972). ‘Informational social influence and product evaluation”, Journal of Allied Psychology, Vol. 56, pp. 54–59.
  • Dellarocas, C. and Narayan, R. (2006) ‘A statistical measure of a population’s propensity to engage in post-purchase online word-of-mouth”, Statistical Science, Vol.21 No.2, pp.277-285.
  • Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1993) Consumer Behavior, 8th ed., Fort Worth: Dryden-Press.
  • Feick, L., Price, L.L. (1987) ‘The Market Maven : A Diffuser of Marketplace Information”, Journal of Marketing, Vol.51 No.1, pp.83-97
  • Fragoso, S. (2006) ‘WTF a crazy Brazilian invasion”, in Sudweeks, F. and Hrachovec, H. (Eds.), Proceedings of CATac 2006, Murdoch University, Murdoch, Australia. Foster, M.K., Francescucci, A. and West, B.C. (2010). ‘Why Users Participate in Online Social Networks”, International Joıurnal of eBusiness Management, Vol.4 No.1, pp.3-19.
  • Gajjala, R. (2007) ‘Shifting frame: race, ethnicity, and intercultural communications in online social networking and virtual work”, in Hinner, M.B. (Eds.), The Role of Communication in Business Transactions and Relationships, Peter Lang, New York, pp. 257-76.
  • Geidner, N.W., Flook, C. A. and Bell, M.W. (2007) ‘Masculinity and online social Networks: Male self-identification on Facebook.com”, Paper presented at Eastern Communication Association 98th Annual Meeting, Providence, RI, April.
  • Gross E.F., Juvonen J and Gable, SL (2002) ‘Internet use and well-being in adolescence”, Journal of Social Issues, Vol. 58, pp.75–90.
  • Grubb, E.L. and Grathwohl, H.L. (1967) ‘Consumer self-concept, symbolism and marketing behavior: a theoretical approach’, Journal of Marketing, Vol.31 No.4, pp. 22-7. Hair, Jr. J.F., Black, W.C., Babin, B.J., Anderson, R. E. and Tatham, R.L. (2006) Multivariate Data Analysis, Prentice Hall: New Jersey.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004) ‘Electronic word-of- mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the Internet”, Journal of Interactive Marketing, Vol.18 No. 1, pp.38-52.
  • Hollenbaugh, E.E. (2011) ‘Motives for maintaining personal journal blogs”, Cyberpsychology, Behavior, and Social Networking, Vol.14 No.1-2, pp.13-20.
  • Jalilvand, M.R., Esfahani, S.S. and Samiei, N. (2011) ‘Electronic word-of-mouth: Challenges and opportunities”, Procedia Computer Science, Vol.3, pp.42-46.
  • Jenkins, H. (2006) Convergence Culture: Where Old and New Media Collide, New York, New York University Press.
  • Lin, C.H., Lee, S.H. and Horng, D.J. (2011) ‘The effects of online reviews on purchasing intention: The moderating role of need for cognition”, Social Behavior and Personality, Vol.39 No.1, pp. 71-82.
  • Lin, T.M.Y, Lu, K.Y. and Wu, J.J., (2012) ‘The effects of visual information in eWOM communication’. Journal of Research in Interactive Marketing, Vol.6 No.1, pp.7– 26.
  • Magnuson M.J. and Dundes L. (2008) ‘Gender differences in ‘‘social portraits’’ reflected in MySpace profiles”, Cyberpsychology Behavior, Vol. 11, pp. 239-41.
  • Nyland, R. and Near, C. (2007) ‘Jesus is my friend: Religiosity as a mediating factor in Internet social networking use”, paper presented at AEJMC Midwinter Conference, Reno, NV, February.
  • Park, D.H., Lee, J., Han, I. (2007) ‘The effects of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement”, International Journal of Electronic Commerce, Vol. 11 No.4, pp.125–148.
  • Park N., Kee, K.F. and Valenzuela, S. (2009) ‘Being immersed in social networking environment: Facebook groups, uses and gratifications and social outcomes”, Cyberpsychology Behavior, Vol. 12, pp. 729-33.
  • Perez-Latrè, F.J., Portilla, I. and Blanco, C.S. (2011) ‘Social networks, media, audiences: A literature review”, Comunicación Sociedad, No. 1, pp.63-74.
  • Phelps, J.E., Lewis, R., Mobilio, L. and Perry, D. (2004) ‘Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email”, Journal of Advertising Research, December, pp. 333-48.
  • Pollay, R. W. (1983) “Measuring the cultural values mani-fest in advertising,” in James H. Leigh and Claude R. Martin, Jr. (Eds.), Current Issues and Research in Adver-tising, Ann Arbor: Graduate School of Business, Division of Research, University of Michigan, pp.72-92.
  • Quinton, S. and March, S.H. (2010) ‘Relationships in online communities”, Journal of Research in Interactive Marketing, Vol.4 No.1, pp.59-73.
  • Sachse, S.B. and Mangold, S. (2011) ‘Brand equity dilution through negative online word-of-mouth communication”, Journal of Retailing and Consumer Services, Vol.18, pp.38-45.
  • Schmitt, B.H. (1999) Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands, NewYork:Free Press.
  • Sedikides, C. and Gregg, A.P. (2008) ‘Self-enhancement: Food for thought’, Perspectives on Psychological Science, Vol. 3 No. 2, pp. 102–16.
  • Sedikides, C. and Strube, M. J. (1995) ‘The multiply motivated self’, Personality and Social Psychology Bulletin, Vol. 21 No.12, pp. 1330–35.
  • Subramani, M.R., and Rajagopalan, B. (2003) ‘Knowledge-sharing and influence in online social networks via viral marketing”, Communications of the ACM, Vol. 46, pp.300–307.
  • Sun, T., Youn, S., Wu, G. and Kuntaraporn, M. (2006) ‘Online word-of-mouth (or mouse): An exploration of its antecedents and consequences’, Journal of Computer- Mediated Communication, Vol.11 No.4, article 11.
  • Sundaram, D.S., Mitra, K. and Webster, C. (1998) ‘Word of mouth communications: A motivational analysis”, Advances in Consumer Research, Vol.25, pp. 527-31.
  • Tapscott, D. and Williams, A. D. (2006) Wikinomics: How Mass Collaboration Changes Everything, Portfolio, New York.
  • Taylor, D.G. (2010) ‘I Speak, Therefore I am: Identity and Self-construction as Motivation to Engage in Electronic Word of Mouth”, PhD Thesis, University of North Texas.
  • Wellman, B., Salaff, J., Dimitrova, D., Garton, L., Gulia, M., and Haythornthwaite, C. (1996) ‘Computer networks as social networks: Collaborative work, telework, and virtual community”, Annual Review of Socio, pp. 213–238.
  • Zhang, J.Q., Craciun, G. and Shin, D. (2010) ‘When does electronic word-of-mouth matter? A study of consumer product reviews”, Journal of Business Research, Vol.63, pp.1336-41.

SEGMENTING EWOM ENGAGERS ON ONLINE SOCIAL NETWORKS BASED ON PERSONAL CHARACTERISTICS AND BEHAVIOUR

Yıl 2013, Sayı: 57, 33 - 50, 29.11.2013

Öz

The evolution of the Internet has extended consumers’ options for communicating their
opinions or experiences without any company filters by engaging in electronic word of mouth
(eWOM). One of the mediums in which eWOM is effectively disseminated to multitude of people
is online social networks (SNSs). SNSs are different from other channels of eWOM, because of
their unique characteristic; source trustworthiness. The received information is from a person
which is accepted as contact with the consent of the person. In this study, we tried to understand
the eWOM engagers on SNSs by personal characteristics and SNS usage behaviour based
segmentation. With a sample size of 244, we conducted an online survey. Data was analyzed by
factor analysis first. Then, the factor scores were entered in a cluster analysis using a combined
hierarchical and non-hierarchical method. At the end, we defined four segments: viral producers,
active communicators, average participators, passive communicators.

Kaynakça

  • Alarcón-del-Amo, M. C., Lorenzo-Romero, C. and Gomez-Borja, M. A. (2011) ‘Classifiying and profiling social networking site users: A latent segmentation approach”, Cyberpsychology, Behavior, and Social Networking, Vol. 14 No. 19, pp. 547-53.
  • Amichai-Hamburger, Y., Kaynar, O., and Fine, A. (2007) ‘The effects of need for cognition on Internet use”, Computers in Human Behavior, Vol.23 No.1, pp. 880-91.
  • Bearden, W.O. and Rose, R.L. (1990) ‘Attention to social comparison information: an individual difference factor affecting consumer conformity”, Journal of Consumer Research, Vol. 16 No.4, pp. 461–471.
  • Boyd, D. M. and Ellison, N. B. (2008) ‘Social network sites: Definition, history and scholarship”, Journal of Computer-Mediated Communication, Vol. 13, pp. 210- 30.
  • Cacioppo, J.T. and Petty, R.E. (1982) “The Need for Cognition”, Journal of Personality and Social Psychology, Vol.42 No.1, pp.116-31.
  • Chu, S.C. and Kim, Y. (2011) ‘Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites”, International Journal of Advertising, Vol.30 No.1, pp.47-75.
  • Cohen, A.R., Stotland, E., and Wolfe, D.M. (1955) “An experimental investigation of need for cognition”, Journal of Abnormal and Social Psychology, Vol.51, No.2, pp.291-4.
  • Cohen, J.B. and Golden, E. (1972). ‘Informational social influence and product evaluation”, Journal of Allied Psychology, Vol. 56, pp. 54–59.
  • Dellarocas, C. and Narayan, R. (2006) ‘A statistical measure of a population’s propensity to engage in post-purchase online word-of-mouth”, Statistical Science, Vol.21 No.2, pp.277-285.
  • Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1993) Consumer Behavior, 8th ed., Fort Worth: Dryden-Press.
  • Feick, L., Price, L.L. (1987) ‘The Market Maven : A Diffuser of Marketplace Information”, Journal of Marketing, Vol.51 No.1, pp.83-97
  • Fragoso, S. (2006) ‘WTF a crazy Brazilian invasion”, in Sudweeks, F. and Hrachovec, H. (Eds.), Proceedings of CATac 2006, Murdoch University, Murdoch, Australia. Foster, M.K., Francescucci, A. and West, B.C. (2010). ‘Why Users Participate in Online Social Networks”, International Joıurnal of eBusiness Management, Vol.4 No.1, pp.3-19.
  • Gajjala, R. (2007) ‘Shifting frame: race, ethnicity, and intercultural communications in online social networking and virtual work”, in Hinner, M.B. (Eds.), The Role of Communication in Business Transactions and Relationships, Peter Lang, New York, pp. 257-76.
  • Geidner, N.W., Flook, C. A. and Bell, M.W. (2007) ‘Masculinity and online social Networks: Male self-identification on Facebook.com”, Paper presented at Eastern Communication Association 98th Annual Meeting, Providence, RI, April.
  • Gross E.F., Juvonen J and Gable, SL (2002) ‘Internet use and well-being in adolescence”, Journal of Social Issues, Vol. 58, pp.75–90.
  • Grubb, E.L. and Grathwohl, H.L. (1967) ‘Consumer self-concept, symbolism and marketing behavior: a theoretical approach’, Journal of Marketing, Vol.31 No.4, pp. 22-7. Hair, Jr. J.F., Black, W.C., Babin, B.J., Anderson, R. E. and Tatham, R.L. (2006) Multivariate Data Analysis, Prentice Hall: New Jersey.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004) ‘Electronic word-of- mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the Internet”, Journal of Interactive Marketing, Vol.18 No. 1, pp.38-52.
  • Hollenbaugh, E.E. (2011) ‘Motives for maintaining personal journal blogs”, Cyberpsychology, Behavior, and Social Networking, Vol.14 No.1-2, pp.13-20.
  • Jalilvand, M.R., Esfahani, S.S. and Samiei, N. (2011) ‘Electronic word-of-mouth: Challenges and opportunities”, Procedia Computer Science, Vol.3, pp.42-46.
  • Jenkins, H. (2006) Convergence Culture: Where Old and New Media Collide, New York, New York University Press.
  • Lin, C.H., Lee, S.H. and Horng, D.J. (2011) ‘The effects of online reviews on purchasing intention: The moderating role of need for cognition”, Social Behavior and Personality, Vol.39 No.1, pp. 71-82.
  • Lin, T.M.Y, Lu, K.Y. and Wu, J.J., (2012) ‘The effects of visual information in eWOM communication’. Journal of Research in Interactive Marketing, Vol.6 No.1, pp.7– 26.
  • Magnuson M.J. and Dundes L. (2008) ‘Gender differences in ‘‘social portraits’’ reflected in MySpace profiles”, Cyberpsychology Behavior, Vol. 11, pp. 239-41.
  • Nyland, R. and Near, C. (2007) ‘Jesus is my friend: Religiosity as a mediating factor in Internet social networking use”, paper presented at AEJMC Midwinter Conference, Reno, NV, February.
  • Park, D.H., Lee, J., Han, I. (2007) ‘The effects of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement”, International Journal of Electronic Commerce, Vol. 11 No.4, pp.125–148.
  • Park N., Kee, K.F. and Valenzuela, S. (2009) ‘Being immersed in social networking environment: Facebook groups, uses and gratifications and social outcomes”, Cyberpsychology Behavior, Vol. 12, pp. 729-33.
  • Perez-Latrè, F.J., Portilla, I. and Blanco, C.S. (2011) ‘Social networks, media, audiences: A literature review”, Comunicación Sociedad, No. 1, pp.63-74.
  • Phelps, J.E., Lewis, R., Mobilio, L. and Perry, D. (2004) ‘Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email”, Journal of Advertising Research, December, pp. 333-48.
  • Pollay, R. W. (1983) “Measuring the cultural values mani-fest in advertising,” in James H. Leigh and Claude R. Martin, Jr. (Eds.), Current Issues and Research in Adver-tising, Ann Arbor: Graduate School of Business, Division of Research, University of Michigan, pp.72-92.
  • Quinton, S. and March, S.H. (2010) ‘Relationships in online communities”, Journal of Research in Interactive Marketing, Vol.4 No.1, pp.59-73.
  • Sachse, S.B. and Mangold, S. (2011) ‘Brand equity dilution through negative online word-of-mouth communication”, Journal of Retailing and Consumer Services, Vol.18, pp.38-45.
  • Schmitt, B.H. (1999) Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands, NewYork:Free Press.
  • Sedikides, C. and Gregg, A.P. (2008) ‘Self-enhancement: Food for thought’, Perspectives on Psychological Science, Vol. 3 No. 2, pp. 102–16.
  • Sedikides, C. and Strube, M. J. (1995) ‘The multiply motivated self’, Personality and Social Psychology Bulletin, Vol. 21 No.12, pp. 1330–35.
  • Subramani, M.R., and Rajagopalan, B. (2003) ‘Knowledge-sharing and influence in online social networks via viral marketing”, Communications of the ACM, Vol. 46, pp.300–307.
  • Sun, T., Youn, S., Wu, G. and Kuntaraporn, M. (2006) ‘Online word-of-mouth (or mouse): An exploration of its antecedents and consequences’, Journal of Computer- Mediated Communication, Vol.11 No.4, article 11.
  • Sundaram, D.S., Mitra, K. and Webster, C. (1998) ‘Word of mouth communications: A motivational analysis”, Advances in Consumer Research, Vol.25, pp. 527-31.
  • Tapscott, D. and Williams, A. D. (2006) Wikinomics: How Mass Collaboration Changes Everything, Portfolio, New York.
  • Taylor, D.G. (2010) ‘I Speak, Therefore I am: Identity and Self-construction as Motivation to Engage in Electronic Word of Mouth”, PhD Thesis, University of North Texas.
  • Wellman, B., Salaff, J., Dimitrova, D., Garton, L., Gulia, M., and Haythornthwaite, C. (1996) ‘Computer networks as social networks: Collaborative work, telework, and virtual community”, Annual Review of Socio, pp. 213–238.
  • Zhang, J.Q., Craciun, G. and Shin, D. (2010) ‘When does electronic word-of-mouth matter? A study of consumer product reviews”, Journal of Business Research, Vol.63, pp.1336-41.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Ayşegül Sağkaya Güngör Bu kişi benim

Tuğçe Ozansoy Çadırcı Bu kişi benim

Yayımlanma Tarihi 29 Kasım 2013
Yayımlandığı Sayı Yıl 2013 Sayı: 57

Kaynak Göster

APA Sağkaya Güngör, A., & Çadırcı, T. O. (2013). SEGMENTING EWOM ENGAGERS ON ONLINE SOCIAL NETWORKS BASED ON PERSONAL CHARACTERISTICS AND BEHAVIOUR. EKEV Akademi Dergisi(57), 33-50.