Clustering the Social Media Users Based on Users’ Motivations and Social Media Content

Abstract

AbstractThe power of social media has grown in recent years and is a new approach that can be used by businesses to shape consumer buying behavior. Businesses are aware of the changing nature of customers’ engagement with branding and that is why they are trying to build engagement through social media. The ways of communication between companies and customers have changed, and companies need to integrate new communication practices into their communication marketing. Thus, this study focuses on what are the main reasons that users react to the brands’ posts and identifies the different types of consumers related to social media brand content and users’ motivations of visiting brand page. An online survey was conducted with 503 questionnaires, where the data were collected. The results show two main factors in customers’ engagement to brand posts which are interactivity and customization of information. The paper identifies two groups on users’ reaction to offensive brand content, which are passive and active users. In addition, the research grouped social media users in five categories according to their motives of following a brand page and grouped social media content into three users groups.KeywordsSocial media motivesSocial media users groupsUsers content groups