Audience Segmentation Research Articles

Audience segmentation approach to conservation messaging for transforming the exotic pet trade.

Advancing transformative change for sustainability requires population-wide behavior change. Yet, many behavioral interventions tackling environmental problems only examine average effects on the aggregate, overlooking the heterogeneous effects in a population. We developed and preregistered a novel audience segmentation approach to test the diverse impact of conservation messaging on reducing demand for exotic pets (private action - i.e., desire to own exotic pets or visit wildlife entertainment places) and fostering citizen engagement for system-wide change (civic action - e.g., signing a petition or participating in a protest against the exotic pet trade). Through an online survey with US participants (n=2953), we identified 4 population segments (early adopters, early majority, late majority, and laggards), representing varying levels of commitment to wildlife conservation and then randomly assigned each segment to one of 3 messaging conditions. Messages highlighting negative consequences of the exotic pet trade and the power of collective action for system change effectively promoted private action among all segments except early adopters (ηp 2=0.005). Among civic actions, only the collective action message motivated early adopters and the early majority to sign petitions (φC=0.193 and φC=0.097, respectively). Furthermore, the 4 segments showed distinct reasoning for action and inaction on wildlife conservation, with certain relational values, such as care, serving as both motivations and barriers to action. These findings highlight the need for targeted behavioral interventions across diverse populations.

The Road to Branding in the Digital Age: The Power and Challenges of New Media Influencers

This study aims to provide insights into the impact of new media influencers on brand management in the digital age. With the rise of social media, the role of influencers in guiding consumer decision-making has become increasingly prominent. This paper systematically analyzes the role of new media influencers in arousing consumers' "awareness", "interest", "desire" and "action" and their contribution to the whole brand management process, combining the brand value chain model and the co-branding normalization strategies. By comprehensively analyzing indicators such as the number of observers, the degree of interaction and the quality of content, this study successfully quantified the degree of influence of new media influencers at different stages. It was found that when choosing partners, brands should focus on their fit with the brand's core values, as well as on whether the influencer's audience segment matches the target market. Meanwhile, recommendations are made for choosing authentic and trustworthy influencers and establishing transparent partnerships in order to cope with market saturation and trust crises. In the Future Challenges and Solutions Outlook, in the face of changes in social media algorithms, the paper suggests that brands adopt a multi-channel strategy while emphasizing the importance of establishing clear KPIs and a collaborative framework. Finally, an in-depth analysis of the opportunities and challenges of the co-branding normalization strategies is presented, highlighting the importance of trust building, collaboration costs, consistency and public relations risks. This research provides practical data support and strategic recommendations for brand managers to better address brand management challenges in the digital age.

Shifting trends shaping content creation in media and newsrooms

This abstract is about content creation in media and newsrooms that includes a concise but accurate picture of the changes that are beginning. Primarily, we should recognize that the audience has turned to become the creator, which comes about as a result of the availability of social networks and this personal content consumption. Data analytics is one of the ways the media is used to serve different audience segments with content they can relate to. The article discusses substantive changes in news content creation patterns that media outlets and newsrooms gradually exhibit, particularly audience-centric approaches, multimedia storytelling, AI, authenticity, and community collaboration. The white paper explores the research and point of view on this matter, and it lays down the thought that converting to this new trend can be a tool for media to remain useful and effective in content production in the digital era.

Utilizing K-Means Clustering to Understanding Audience Interest in SEO-Optimized Media Content

This study observes k-means clustering for segmenting SEO data to understand audience interests, identifying the elbow method as crucial for determining the optimal number of clusters. It highlights notable differences in content engagement across clusters, emphasizing the need for refined SEO strategies and a deeper understanding of audience segmentation. Despite challenges like SEO's dynamic nature and data reliance, this methodology provides a strong foundation for enhancing content strategies. Future research suggestions include cross-platform data integration, longitudinal studies, sentiment analysis, content experimentation, user experience (UX) focus, and monitoring algorithm updates to develop more adaptive content and SEO strategies aligned with changing audience behaviors.

Toward Multidimensional Message Tailoring to Address COVID-19 and Influenza Vaccine-Hesitancy: A Latent Profile Analysis Approach

ABSTRACT Vaccines remain the best strategy as the COVID-19 pandemic enters into later stages and governments begin to shed pandemic-control measures. Vaccine hesitancy continues to be a major obstacle in efforts to end the pandemic. This study reports formative evaluation research that adopted a multidimensional approach using latent profile analysis to audience segmentation and message targeting. Within the framework of the integrated behavioral model, data were collected from a US national survey to explore the dimensions in which vaccine-confident vs. -hesitant individuals differed significantly across the topics of COVID-19 and influenza. Latent profile analyses were performed to identify subgroups and establish measurement invariance between COVID-19 and influenza vaccines. Matching message strategies were proposed for the distinctive characteristics of the subgroups for both topics and to be tested in future research.

Optimalisasi Media Below the Line pada LRT Palembang dalam Upaya Perlindungan Kaum Perempuan

Below the line media is promotional media that is active in nature, this media interacts directly with consumers because of its nature which makes it easier for consumers to immediately absorb the message conveyed. Transportation as a medium of communication is a form of change over time. This problem goes hand in hand with the emergence of new media, media with a smaller scope such as Below The Line Media which allows very specific target audience segmentation. Promotional media is divided into two types, namely Above The Line and Below The Line. Above the Line is promotional media which is carried out usually using television, radio, print media, billboards, etc. Below the line media is promotional media which is active in nature, this media interacts directly with consumers. The aim of this research is to find out how Below the Line media is implemented at the Palembang LRT (Light Rail Transit) Station. This research was conducted using qualitative with a descriptive approach, where qualitative research can be interpreted as research that uses data that is objective and appropriate to the existing problems. Bellow the Line media at the station for LRT users is actually effective for LRT service users, for example LRT service users see the existing promotional X-banners and are interested, but for people who have not used the LRT it is actually less effective. And for the protection of women on the LRT, I think it is safe and comfortable considering that at every station there are waiting seats specifically for mothers, pregnant women and the elderly, and in the carriages, there are also seats specifically for pregnant women, the elderly and disabled, and in The trains also have security on duty so that LRT service users feel safe. Below the line media is an important part in introducing a product or service to users and consumers. Optimizing below the line media in an effort to protect women on the Palembang LRT. The use of below the line media in the LRT station environment is optimal for Palembang LRT service users, however for a wider reach, other media are needed to help optimize Below The Line Media, and to ensure security in the LRT area, considering that at each station there are always officers ready to help, and security to maintain security around the LRT station area.

Analisis Strategi Komunikasi Pemasaran Dalam Meningkatkan Minat Pengiklan Pada Media Online Teropong Media

The development of information and communication technology, especially the internet, has resulted in significant changes in patterns of access and dissemination of information. Teropong Media, as an online news portal, implements various marketing communication strategies to attract advertiser interest. The research uses a qualitative descriptive approach. The research results show that the communication strategy carried out by Teropong Media to attract advertisers' interest is carried out through various comprehensive approaches, including Teropong Media utilizing the power of advertising on the teropongmedia.co.id news portal, which provides wide exposure and increases advertising revenue. Short-term sales promotions have also proven effective in attracting advertisers. Teropong Media also maintains good relations with the public and builds a positive image to maintain the trust of advertisers and readers. through personal sales and direct marketing strategies with personal and interactive services strengthening interactions with potential advertisers. Apart from that, interesting and quality content and appropriate audience segmentation are important foundations in attracting advertiser interest. Then social media activities also increase engagement and advertising reach, while data analysis helps optimize marketing strategies. Lastly, partnership programs with other companies are also an innovative step to expand reach which makes Teropong Media an attractive choice for advertisers. These strategies are considered capable of increasing the effectiveness of Teropong Media's advertising campaign in its efforts to become the leading national online media in Indonesia.

Maintaining Online Media Amidst the Aggressive Determinism of Social Media

Online media is the new face of the existence of mass media, which enjoyed its heyday as a medium of information for society. However, this heyday did not last long, because social media is not only a threat but has also shifted the position of mass media as an information medium. This research aims to determine the extent of efforts made by online media to maintain its existence amidst the aggressive determinism of social media. This research was carried out using a qualitative approach with the method used being a case study. The research was conducted on the online media Jatimtimes.com and Tugumalang.id. The research results show that Jatimtimes.com specifically targets young people as an audience segmentation because young people are very familiar with and cannot even be separated from the existence of technology and social media. This encourages Jatimtimes.com to present news that suits the needs of young people as their main audience. Meanwhile, Tugumalang.id places more emphasis on writing news straightforwardly and clearly as it should be presented in writing journalistic works. Writing news in straightforward and clear language will be easier for readers to understand.

Pandemic lifeworlds: A segmentation analysis of public responsiveness to official communication about Covid-19 in England.

Pandemics such as Covid-19 pose tremendous public health communication challenges in promoting protective behaviours, vaccination, and educating the public about risks. Segmenting audiences based on attitudes and behaviours is a means to increase the precision and potential effectiveness of such communication. The present study reports on such an audience segmentation effort for the population of England, sponsored by the United Kingdom Health Security Agency (UKHSA) and involving a collaboration of market research and academic experts. A cross-sectional online survey was conducted between 4 and 24 January 2022 with 5525 respondents (5178 used in our analyses) in England using market research opt-in panel. An additional 105 telephone interviews were conducted to sample persons without online or smartphone access. Respondents were quota sampled to be demographically representative. The primary analytic technique was k means cluster analysis, supplemented with other techniques including multi-dimensional scaling and use of respondent - as well as sample-standardized data when necessary to address differences in response set for some groups of respondents. Identified segments were profiled against demographic, behavioural self-report, attitudinal, and communication channel variables, with differences by segment tested for statistical significance. Seven segments were identified, including distinctly different groups of persons who tended toward a high level of compliance and several that were relatively low in compliance. The segments were characterized by distinctive patterns of demographics, attitudes, behaviours, trust in information sources, and communication channels preferred. Segments were further validated by comparing the segmentation variable versus a set of demographic variables as predictors of reported protective behaviours in the past two weeks and of vaccine refusal; the demographics together had about one-quarter the effect size of the single seven-level segment variable. With respect to managerial implications, different communication strategies for each segment are suggested for each segment, illustrating advantages of rich segmentation descriptions for understanding public health communication audiences. Strengths and weaknesses of the methods used are discussed, to help guide future efforts.

Audience segmentation of New Zealand cat owners: Understanding the barriers and drivers of cat containment behavior.

Free-roaming companion cats have a detrimental impact on the environment and are at risk of harm. Despite these negative impacts, it is the norm in New Zealand (NZ) to allow companion cats to roam freely and only a minority of cat owners practice cat containment. This study firstly sought to identify what factors act as barriers and drivers of NZ owners' participation in cat containment, and secondly whether NZ owners could be segmented into unique audiences based on the factors predicting their cat containment behavior. It was hypothesized that cat owners with greater capability, opportunity, and motivation to perform cat containment would have greater cat containment intentions and behavior. Furthermore, it was expected that at least three segments of cat owners would exist in NZ which differed significantly in the set of capability, opportunity and motivational factors predicting their cat containment behavior. A quantitative online cross-sectional survey of 395 NZ cat owners was conducted, measuring containment intentions and behavior, and capability, opportunity, and motivation to perform cat containment. Results from bivariate correlations and multiple regression demonstrated that capability, opportunity, and motivational factors predicted increased cat containment intentions and behavior. Latent profile analysis identified four distinct segments of cat owners with unique COM profiles; engaged (6%), receptive (17%), ambivalent (48%), and opposed (30%). Validation analysis demonstrated that these groups all differed significantly in their cat containment intentions and behaviors. From these findings theoretically grounded behavior change interventions can be developed to target the causes of non-participation in cat containment for each of the identified cat owner segments, thereby improving the management of free-roaming cats in NZ.

Effectiveness of Influencer Marketing in the Beauty and Wellness Industry

Influencer marketing has emerged as a pivotal strategy for brands in the digital age. This report provides an in-depth examination of Beauty & Wellness Platforms’ employment of influencer collaborations to enhance brand awareness, foster trust, and drive sales. Adopting exploratory and descriptive research methodologies, the study analyses primary data from consumer surveys and secondary data on industry trends. Key findings reveal that influencer partnerships play a profound role in shaping audience perceptions and purchase intent for Beauty & Wellness products. Consumers demonstrate high dependence on influencer recommendations and overwhelmingly purchase products endorsed by them. Authenticity, expertise, and engaging content are deemed crucial for influencer credibility. Although Beauty & Wellness Platforms exhibits sound influencer marketing practices, opportunities exist to optimize audience segmentation, strengthen influencer relationships, and refine performance tracking. Tailored partnerships, quality content, two-way communication, and robust analytics emerge as essential elements in an adaptive, targeted influencer strategy. While illuminating Beauty & Wellness Platforms’ influencer marketing efficacy, this report also uncovers inherent challenges in quantifying ROI, maintaining authenticity, and responding to dynamic industry shifts. Further studies can explore evolutions in consumer behaviour and emerging platforms in this sphere. Keywords: Influencer marketing, Beauty Industry, Consumer Behaviour, Content Marketing, Social Media

Protecting and restoring freshwater biodiversity across urban areas in Aotearoa New Zealand: Citizens’ reporting of pollution in stormwater drains and waterways

Urbanization poses numerous challenges to freshwater biodiversity. This paper describes two studies with the joint aim of demonstrating the benefits of applying a systematic behaviour change framework and providing the foundational knowledge to inform future behavior change work to protect and restore urban freshwater biodiversity. In Study 1 we used a mixed-methods research design, involving 14 key informant interviews followed by an online survey targeting 17 freshwater biodiversity experts and another targeting a representative sample of 550 urban residents, to identify and prioritize the most promising resident behaviors to target to reduce stormwater pollution and improve natural waterway habitats in urban areas. Study 2 focused on the top-ranked short-term behavior identified in Study 1, citizen reporting of pollution in stormwater drains and waterways. We surveyed a representative sample of 1901 urban residents across Aoteraoa New Zealand to identify four main determinants influencing this behavior: awareness and uncertainty about reporting, lack of opportunity to report, social motivation and personal motivation to report, and five potential target audiences: ‘Supportive’, ‘Unaware but receptive’, ‘Motivated but lack support’, ‘Reluctant’, and ‘Not my problem’. We make recommendations for the most appropriate intervention designs to target each of these audience segments to promote the reporting of stormwater pollution in urban areas. This knowledge will allow for a more coordinated and effective approach for addressing the ‘human element’ that lies at the heart of many urban freshwater management problems.

On the Margin of Male Gaze: An Analysis of a Typical Category of Female Supporting Characters in Hitchcock's Works

Gender concepts within Alfred Hitchcock's films have long been a focal point of interest for feminist film scholars. This analysis delves into a recurring archetype of young, rejected women in Hitchcock's cinematic works, exemplified by characters like Miriam in Strangers on a Train, Midge in Vertigo, and Danielle in To Catch a Thief. The essay seeks to unravel the underlying gender ideologies associated with these characters. Through this examination, it becomes evident that Hitchcock situates these subversive female figures at the margin of the male gaze, using their misfortunes as a form of retribution for transgressing patriarchal norms. In doing so, male viewers can reaffirm their own gender identity by witnessing the punishment inflicted upon these women. On the one hand, these portrayals serve to reinforce gender stereotypes, perpetuating a well-established pattern that aligns with the collective subconscious of the mainstream male demographic, which fears the prospect of women gaining autonomy or challenging the existed power dynamics. On the other hand, the stark contrast between these marginalized characters and the heroines in Hitchcock's films can inspire alternative perspectives and independent interpretations among different audience segments.

Artificial Intelligence, a Powerful Battering Ram in the Disinformation Industry

The objective of this article is to analyze how the disinformation industry, understood as organized and systematic practices aimed at disseminating false information with the aim of manipulating public perception, has eroded trust in information, especially with the collaboration of socio-digital networks and artificial intelligence (AI). Technological advances amplify the speed and sophistication with which disinformation spreads, making it difficult to identify and counteract false information, which could be identified with adequate digital literacy. With the use of algorithms and big data analysis, AI is used to personalize political messages, segment audiences and predict electoral trends, seeking not only to persuade voters, but also to create an immersive and emotionally attractive narrative. To do this, the article shows cases of deceiving the audience by presenting false information in a realistic way. Thanks to the formidable development of AI and the advent of synthetic humans, we are witnessing the profound transformation of the entertainment industry and, shortly, political marketing.

ANALYSIS OF THE SUCCESSFUL EXPERIENCE OF CREATING A BRAND IN THE MANICURE INDUSTRY

The article identifies and analyzes the prerequisites for the success of creating a brand in the manicure industry. Theoretical research methods are applied: analysis, synthesis, generalization. Analytical research methods: segmentation of the target audience, segmentation of goods and services, audit of the branded salon. A financial model has been compiled for the salon. When a person decides to open his own business, a huge number of questions arise in front of him. Will his project be successful? What is a business plan and how to make it? Which tax system should I choose? And all these issues turn into a kind of tasks that become the main starting point for successful entrepreneurial activity. The purpose of the work is to solve the entrepreneurial tasks of creating a brand for the startup “NaiLis”. The subject of the study is the study of the practice of solving entrepreneurial tasks to create a brand in the field of manicure services.

Interaction and Segmentation Analysis in Green Science: A Maximum Likelihood Approach

In the context of the current environmental crisis, the importance of effective communication strategies for promoting sustainable development is undeniable. This article is devoted to the study of audience segmentation methods in green science initiatives using the Maximum Likelihood Estimation (MLE) method. The main focus is on the development of approaches that allow for more accurate and effective division of target groups, such as scientists, politicians and activists in order to maximize the influence on each of them. The study presents the results of the analysis of interactions within and between communities, which allows for the optimization of communication strategies for different audiences. The application of MLE in community segmentation emphasizes its importance for increasing the effectiveness of environmental initiatives aimed at achieving sustainable development.

Digital communication of the Bank of Russia in social media

The subject of this study is digital communication of the Bank of Russia in social media. The relevance of the article is determined by the role and significance of modern digital communication channels in everyday life and the potential for their use in ongoing monetary policy. The authors systematize and summarize scientific articles devoted to the connection between effective communication and monetary policy pursued by central banks. The article notes that successful central bank communication should make monetary policy more predictable and market expectations about future rates more accurate. The purpose of the current article is to assess the readability of digital materials published by the Bank of Russia on official social networks and instant messengers. To assess the readability of digital publications, the authors identify two large audience groups: professional and non-professional. As a text analysis method, the authors rely on syntactic and lexical methods and use the Flesch-Kincaid index and Fog-Index as indicators of text readability. The authors presented the key channels and communication tools of central banks, and also highlighted the main channels of digital communication of the Bank of Russia: the Bank of Russia website, social media and the Bank of Russia application “Central Bank Online”. Each of the channels has both direct and indirect affiliation. The results of the direct affiliation channel of social media and the website emphasize the positive dynamics of readability indices – materials published on social networks by the Bank of Russia become clearer to a wider audience segment. However, most publications still require specialized training in economics and finance to fully understand the information. Thus, in communication on social networks, the Bank of Russia’s focus is on reaching a non-professional audience in order to increase transparency and the level of trust in its monetary policy.

Ways of Transmitting Verbal Aggression in Different System Languages in Political Discourse (on the Example of Pre-Election Debates)

This research article examines the transmission of verbal aggression in political discourse, particularly in pre-election debates, across three distinct system languages: English, Kazakh, and Russian. The study presents a comprehensive analysis of how candidates employ verbal aggression as a communication strategy in debates conducted in these languages, taking into account their unique cultural and linguistic features. The research adopts a mixed-method approach, combining qualitative discourse analysis and quantitative content analysis, to identify and categorize the various strategies and levels of verbal aggression used by candidates in the selected debates. Additionally, the study introduces the term «aggressogen,» a measure of the degree of verbal aggression in a person’s speech across different system languages and the tolerance levels of speakers of each language. Results demonstrate that the utilization of verbal aggression in pre-election debates evokes diverse reactions from the audience, which are influenced by cultural norms and individual preferences of listeners. The study finds that candidates may employ aggressive expressions strategically to assert strength and determination or to discredit opponents, but such behavior can also lead to negative perceptions and rejection from certain audience segments. Furthermore, the research highlights the significance of cultural and linguistic nuances in shaping the interpretation and acceptance of verbal aggression in political discourse. The study emphasizes the importance of considering cultural contexts when analyzing the impact of verbal aggression on the audience’s perception of candidates. Moreover, the introduction of the term «aggressogen» contributes to the field of linguistic studies and political discourse analysis, laying the groundwork for further research in this domain. Overall, this research offers valuable implications for political communication and translation studies, deepening our understanding of verbal aggression’s role in shaping political discourse in diverse linguistic and cultural settings.

Research on the Development of China's Short Video Industry

Short videos refer to video content uploaded, shared, and watched through mobile internet platforms with a duration of between 15 seconds and 10 minutes. Since the popularity of 4G networks, the short video industry has achieved rapid development, and hundreds of millions of user-level platforms such as TikTok and Kwai have been born, which has established a strong influence in the mobile Internet era. This paper uses SWOT writing models to analyze TikTok's features and strengths, weaknesses, opportunities opportunities and potential risks. It provides rationalization suggestions for future growth and development. This is because TikTok is not only in the absolute leading position with other short video apps, such as Kwai but also has strong learning and reference value, so readers can not only learn a series of successful methods, such as business models, operation concepts, timing, etc. but also learn how to use the short video platform as a marketing tool. For some marketers, it is also possible to understand consumer behavior and they can adjust their marketing campaigns to better understand the audience segments they need.

A model for the effective design of customized recycling programs through audience segmentation and modularity approaches

One-size-fits-all approaches to encouraging household recycling behavior remain ineffective in densely populated urban areas due to their failure to address the heterogeneity in household needs/motivations for recycling. In contrast, extensive service customization escalates costs, requiring finding ways to use available resources effectively. We aim to develop a model to resolve this dilemma based on empirical research on 526 households sampled from a densely populated district of İzmir, Turkey. We applied a model-based recursive partitioning method to identify recycling behavior segments with their critical determinant factors. We then conducted a focus group study to investigate strategies for exploiting commonalities and considering differences across segments regarding their determinant factors. The decision tree analysis revealed the existence of 12 segments differentiated by the determinant factors of task knowledge, perceived convenience, moral norms, social norms, how to dispose of waste, and marital status. The focus group study suggested a range of informative, operational, and social intervention methods that address these factors in pairs or individually. Drawing on these findings, we develop a model that guides the design of recycling programs in which customized intervention methods can influence multiple segments simultaneously. Our empirical analysis shows that the methods elevating ‘perceived convenience’ and ‘task knowledge’ even slightly above the moderate level would increase the likelihood of recycling for more than half of households. Our model further suggests customized intervention methods which consider the segments' sizes, their current recycling likelihoods, and the potential improvements in these. This study contributes mainly by developing a model for designing customized recycling programs that maximize household contributions with the available budget/resources. Public managers can use our model to design effective recycling programs considering budget limitations.