Heejung Lee ¹, Ilhyun Bae ²

Affiliations
1 Department of Global Business, CHA University, 120 Hairyong-Ro, Pocheon City, Gyeonggi-do, 11160, KR
2 College of Business Administration, Hyupsung University, 72 Choirubaek-Ro, Hwaseong City, Gyeonggi-do, 18330, KR

Abstract

Objectives: The goal of this research is to search the SNS (Social Networking Service) users after that we classify SNS users by effectiveness of social media marketing and SNS usage. Methods/Statistical Analysis: A total of 235 valid questionnaires were employed for this study. The cluster analysis was used to categorize respondents based on their response toward social media marketing. To identify characteristics of segments, the average of each of components was used. In the next step, a discriminant analysis was employed to investigate whether the groups are properly placed. Finally, The ANOVA was used to differentiate the three clusters. Findings: This study found that SNS users were divided into 3 groups: The cluster 1 was named as ; the cluster 2 was named as ; the cluster 3 as . Improvements/Applications: This study provides useful implication for marketers and a lot of companies to carry out effective Social Networking Service marketing program.

Keywords

Popularity, Positive Evaluation, SNS Reliability, Social Media, Social Networking Services (SNS), Usage SNS.

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