Exploring social media user segmentation and online brand profiles

Because of the relative recency of widespread participation in social media technologies, research on online social media users has been limited. Furthermore, the extant literature treats users as either homogeneous or segments on the basis of one dimension. This study provides a deeper understanding of the use of online social media technologies among young adults by developing a typology of social media users. In addition, the study assesses perceived profiles of brands reported as connecting well with customers in the online space, discusses the implications of the findings and presents a roadmap for future research in this emerging field.

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