Are the users of social networking sites homogeneous? A cross-cultural study
Alarcón-del-Amo, María del Carmen (Universitat Autònoma de Barcelona. Departament d'Empresa)
Gómez-Borja, Miguel Ángel (Universidad de Castilla-La Mancha)
Lorenzo-Romero, Carlota (Universidad de Castilla-La Mancha)

Date:	2015
Abstract:	The growing use of Social Networking Sites (SNS) around the world has made it necessary to understand individuals' behaviors within these sites according to different cultures. Based on a comparative study between two different European countries (The Netherlands versus Spain), a comparison of typologies of networked Internet users has been obtained through a latent segmentation approach. These typologies are based on the frequency with which users perform different activities, their socio-demographic variables, and experience in social networking and interaction patterns. The findings show new insights regarding international segmentation in order to analyse SNS user behaviors in both countries. These results are relevant for marketing strategists eager to use the communication potential of networked individuals and for marketers willing to explore the potential of online networking as a low cost and a highly efficient alternative to traditional networking approaches. For most businesses, expert users could be valuable opinion leaders and potential brand influencers.
Grants:	Ministerio de Economía y Competitividad ECO2014-55881
Note:	Altres ajuts: Junta de Comunidades de Castilla-La Mancha (PII-2014-018-
Rights:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.
Language:	Anglès
Document:	Article ; recerca ; Versió publicada
Subject:	Cross-cultural influence ; Social networking sites ; Latent international segmentation ; User profiles ; Comparative study
Published in:	Frontiers in psychology, Vol. 6 (August 2015) , ISSN 1664-1078

DOI: 10.3389/fpsyg.2015.01127
PMID: 26321971

15 p, 619.9 KB

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