Logo do repositório
 
Publicação

Segmenting consumers through behavioural engagement in Facebook brand communities

2026Artigo científico Acesso aberto
Ver registo simples
datacite.subject.fosCiências Sociais::Ciências da Comunicação
datacite.subject.sdg04:Educação de Qualidade
dc.contributor.authorSantos, Zelia Raposo
dc.contributor.authorCoelho, Pedro Simões
dc.contributor.authorRita, Paulo
dc.date.accessioned2026-08-05T14:46:29Z
dc.date.available2026-08-05T14:46:29Z
dc.date.issued2026
dc.description.abstractAbstract: Companies must tailor their social media strategies based on consumer engagement levels for effective branding. Even the best strategies can falter if consumers lack a predisposition or appropriate personality traits for brand attachment. This study focused on segmenting FMCG brand consumers on Facebook by their brand-related activity frequency. The 1,091 participants were classified into three segments: active, moderate, and passive. Surprisingly, no demographic disparities were observed among the groups, indicating that traditional segmentation variables do not influence consumer engagement on Facebook brand pages. However, significant distinctions were found in personality traits, brand relationship proneness, and social relatedness. The most active consumers exhibited higher levels of extraversion, openness, proneness to brand relationships, and social relatedness. This research underscores the importance of considering psychological factors in social media strategies rather than relying solely on demographic segmentation.por
dc.identifier.citationSantos, Z. R., Coelho, P. S. and Rita, P. (2026) ‘Segmenting consumers through behavioural engagement in Facebook brand communities’, International Journal of Electronic Marketing and Retailing.
dc.identifier.doihttps://doi: 10.1504/IJEMR.2025.10069646
dc.identifier.issn1741-1033
dc.identifier.urihttp://hdl.handle.net/10400.21/23009
dc.language.isoeng
dc.peerreviewedyes
dc.relation.hasversionhttps://www.inderscience.com/info/ingeneral/forthcoming.php?jcode=ijemr#127107
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSegmentation
dc.subjectSocial media
dc.subjectBrand-related activity
dc.subjectRelationship proneness
dc.subjectSocial relatedness
dc.subjectPersonality traits
dc.subjectFacebook
dc.titleSegmenting consumers through behavioural engagement in Facebook brand communitieseng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.titleInternational Journal of Electronic Marketing and Retailing
oaire.versionhttp://purl.org/coar/version/c_ab4af688f83e57aa

Ficheiros

Principais
A mostrar 1 - 1 de 1
Miniatura
Nome:
Segmenting consumers through behavioural engagement in Facebook brand communities.pdf
Tamanho:
68.72 KB
Formato:
Adobe Portable Document Format
Ver/Abrir
Licença
A mostrar 1 - 1 de 1
Miniatura indisponível
Nome:
license.txt
Tamanho:
4.03 KB
Formato:
Item-specific license agreed upon to submission
Descrição:
Ver/Abrir

Coleções

ESCS - Artigos