Segmenting Costumers Based on Their Reactions to Social Networks Marketing on Instagram

Since customers react differently to business and marketing on social networks, the researcher is looking for segmenting customers into different categories according to their reaction to marketing in social networks. The present study is a descriptive-exploratory research and the data were collected through a questionnaire. The population of ۱۴,۰۰۰ follower of the researcher’s personal page on Instagram were analyzed and a sample ۲۲۴ members were randomly selected. To analyze the data, a two-step clustering method was applied. As a result, five distinct clusters (the active, the talker, the hesitant, the passive and the averse) were identified. Two segments were reported to be highly influenced by social networks marketing in terms of brand engagement, purchase intention and word of mouth advertisement (WOM). The "Active" are the most influenced group including ۱۸.۳% of the population most of whom are single girls or women. The next group that are influenced the most by social networks marketing is the "Talker". This group represents ۲۴.۱% of the population, the most populated group. The "Talker" are different from the "Active" in term of their intention to purchase. Totally, ۴۲.۲% of the population are reported to be influenced by social networks marketing.

Keywords:

Costumer Reaction , Marketing , Clustering , Segmenting Costumers , social networks