Facebook Dominant, Majority, Growing, and Emerge a Marketing Segmentation Approach

Facebook Dominant, Majority, Growing, and Emerge a Marketing Segmentation Approach

Chunsing (Alan) Yung (University of Saint Joseph, Macau)
Copyright: © 2018 |Pages: 16
DOI: 10.4018/IJVCSN.2018010101
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As of March 2018, the number one online social network has 2.13 billion monthly active users. These 2.13 billion users are part of the Facebook Divide. The Facebook Divide Index has provided a new way to segment markets. On the country level, the four segments of Facebook Dominant, Facebook Majority, Facebook Growing, and Facebook Emerge have been proposed. In addition, users are categorized into Facebook Native, Facebook Immigrant, and Facebook Isolate. The new segmentation model allows marketers to produce different alternatives to market segmentation.
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The figures of the 2.13 billion monthly active users and 1.4 billion daily active users (Facebook, 2018) of the social media giant make one of the logical options for marketers. If we treat Facebook as a nation, it's population will put China and India into second and third place. For various types of businesses and brands, segmentation, targeting and positioning issues are largely involved this social media giant (Chamorro-Mera, Miranda, & Rubio, 2014; Choi & Kim, 2015; Gupta et al., 2015; Kamal, 2016; Petrŭ, 2014). This paper proposed to use an approach for segmentation especially on global marketing based on the Facebook Divide Index (Yung, 2017). With reference to the Facebook Divide Index of 238 countries and areas, they are ranked and classified into four segments. In addition, users are categories into Facebook Native, Facebook Immigrant, and Facebook Isolate. Facebook Native is the user who joined Facebook as a student. Facebook Immigrant joined Facebook after their education through an invitation from friends and alumni. Facebook Isolate are people who did not use Facebook at all. Different academic disciplines, business management and marketing management are enthusiastic about Facebook with research. For instance, if we input “Facebook Marketing” since 2010 it comes back with 3,880 results on Google scholar, or we input “Facebook advertising” since 2010 it comes back with 3,220 results, “Facebook Customer” since 2010 will get us 203 results, “Facebook Brand” since 2010 will get us 2,710 results, “Facebook Strategy” suggested 428 results. It is possible to carry on the search with different phrases to Facebook and business-related academic research, papers and articles. These results can have overlaps and searches are not exclusive. The numbers of articles indicate the degree of importance of the relationship between Facebook and business management. The model is named “Online Social Media Segmentation” and it can be a new model for segmenting, targeting and positioning.

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