IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v28y2016icp288-295.html
   My bibliography  Save this article

Who's behind the screen? Segmenting social venture consumers through social media usage

Author

Listed:
  • Chung, Te-Lin (Doreen)
  • Anaza, Nwamaka A.
  • Park, Joohyung
  • Hall-Phillips, Adrienne

Abstract

With the growing popularity of social media as a tool for marketing social causes and the increasing significance of social ventures in today's market economy, it is important to understand the heterogeneous nature of social venture consumers in regard to their social media usage. Using cluster analysis of survey responses from 305 consumers of various social ventures, four distinct segments of consumers who support social ventures were identified – social observers, active contributors, social connectors, and moderate contributors – based on three dimensions of social media site usage: creating content, connecting with others, and control over the user experience. Further analysis of survey results revealed that these four segments of consumers show significant differences in supporting behaviors

Suggested Citation

  • Chung, Te-Lin (Doreen) & Anaza, Nwamaka A. & Park, Joohyung & Hall-Phillips, Adrienne, 2016. "Who's behind the screen? Segmenting social venture consumers through social media usage," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 288-295.
    • Handle: RePEc:eee:joreco:v:28:y:2016:i:c:p:288-295
    DOI: 10.1016/j.jretconser.2015.01.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698915000077
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2015.01.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Margherita Pagani & Charles F. Hofacker & Ronald E. Goldsmith, 2011. "The influence of personality on active and passive use of social networking sites," Post-Print hal-02313092, HAL.
    2. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    3. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    4. MariaLaura Di Domenico & Helen Haugh & Paul Tracey, 2010. "Social Bricolage: Theorizing Social Value Creation in Social Enterprises," Entrepreneurship Theory and Practice, , vol. 34(4), pages 681-703, July.
    5. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    6. Mair, Johanna & Martí, Ignasi, 2006. "Social entrepreneurship research: A source of explanation, prediction, and delight," Journal of World Business, Elsevier, vol. 41(1), pages 36-44, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Claire Heeryung Kim & Joonkyung Kim, 2021. "The Role of Cause Involvement and Assortment Size on Decision Difficulty via Communal Relationships," Sustainability, MDPI, vol. 13(23), pages 1-16, December.
    2. Fotiadis, Anestis K. & Stylos, Nikolaos, 2017. "The effects of online social networking on retail consumer dynamics in the attractions industry: The case of ‘E-da’ theme park, Taiwan," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 283-294.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Reeti Kulshrestha & Arunaditya Sahay & Subhanjan Sengupta, 2022. "Constituents and Drivers of Mission Engagement for Social Enterprise Sustainability: A Systematic Review," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 31(1), pages 90-120, March.
    2. Robin Stevens & Nathalie Moray & Johan Bruneel, 2015. "The Social and Economic Mission of Social Enterprises: Dimensions, Measurement, Validation, and Relation," Entrepreneurship Theory and Practice, , vol. 39(5), pages 1051-1082, September.
    3. Xueying Tian & Chunyang Zhao & Xiaochun Ge, 2022. "Entrepreneurial Traits, Relational Capital, and Social Enterprise Performance: Regulatory Effects of Cognitive Legitimacy," Sustainability, MDPI, vol. 14(6), pages 1-22, March.
    4. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    5. Bhattarai, Charan Raj & Kwong, Caleb C.Y. & Tasavori, Misagh, 2019. "Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom," Journal of Business Research, Elsevier, vol. 96(C), pages 47-60.
    6. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    7. Molecke, Greg & Pinkse, Jonatan, 2017. "Accountability for social impact: A bricolage perspective on impact measurement in social enterprises," Journal of Business Venturing, Elsevier, vol. 32(5), pages 550-568.
    8. Saul Estrin & Tomasz Mickiewicz & Ute Stephan, 2013. "Entrepreneurship, Social Capital, and Institutions: Social and Commercial Entrepreneurship across Nations," Entrepreneurship Theory and Practice, , vol. 37(3), pages 479-504, May.
    9. Sophie Bacq & Kimberly A. Eddleston, 2018. "A Resource-Based View of Social Entrepreneurship: How Stewardship Culture Benefits Scale of Social Impact," Journal of Business Ethics, Springer, vol. 152(3), pages 589-611, October.
    10. Jeffery S. McMullen & Katrina M. Brownell & Joel Adams, 2021. "What Makes an Entrepreneurship Study Entrepreneurial? Toward A Unified Theory of Entrepreneurial Agency," Entrepreneurship Theory and Practice, , vol. 45(5), pages 1197-1238, September.
    11. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    12. Mohammad Zulfeequar Alam, 2017. "Exploring Shopper Insights of Social Media Use in Saudi Arabia," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 326-333.
    13. Pradeep Kumar Hota, 2023. "Tracing the Intellectual Evolution of Social Entrepreneurship Research: Past Advances, Current Trends, and Future Directions," Journal of Business Ethics, Springer, vol. 182(3), pages 637-659, January.
    14. Lee, Joseph Lok-Man & Lau, Chammy Yan-Lam & Wong, Charlaine Wai-Ga, 2023. "Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 3-10.
    15. Sunduramurthy, Chamu & Zheng, Congcong & Musteen, Martina & Francis, John & Rhyne, Lawrence, 2016. "Doing more with less, systematically? Bricolage and ingenieuring in successful social ventures," Journal of World Business, Elsevier, vol. 51(5), pages 855-870.
    16. Giacomo Ciambotti & Matteo Pedrini, 2021. "Hybrid Harvesting Strategies to Overcome Resource Constraints: Evidence from Social Enterprises in Kenya," Journal of Business Ethics, Springer, vol. 168(3), pages 631-650, January.
    17. Adélie Ranville & Marcos Barros, 2022. "Towards Normative Theories of Social Entrepreneurship. A Review of the Top Publications of the Field," Journal of Business Ethics, Springer, vol. 180(2), pages 407-438, October.
    18. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Elhai, Jon D., 2021. "Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Xiaoti Hu & Susan Marlow & Angelika Zimmermann & Lee Martin & Regina Frank, 2020. "Understanding Opportunities in Social Entrepreneurship: A Critical Realist Abstraction," Entrepreneurship Theory and Practice, , vol. 44(5), pages 1032-1056, September.
    20. Stefan Gabriel BURCEA, 2020. "Can Social Entrepreneurship And Social Enterprises Stimulate The Sustainable Development Of Local Communities?," APPLIED RESEARCH IN ADMINISTRATIVE SCIENCES, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 1(1), pages 17-23, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:28:y:2016:i:c:p:288-295. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.