Audience Segmentation Research Articles

Secrets to why consumers skip ads: The moderating role of personality traits

ABSTRACT In an era where online video advertising is paramount for engaging audience attention, YouTube emerges as a leading platform, drawing a vast spectrum of viewers. Despite its reach, the efficacy of video ads is often compromised by viewer tendencies to skip or avoid content perceived as irrelevant, intrusive, or irritating. This investigation delves into the nuanced personalities of individuals predisposed to dismissing YouTube video advertisements. Our comprehensive analysis uncovers a significant correlation between the perception of ad irrelevance and intrusiveness and the inclination to skip ads. Furthermore, we reveal that conscientiousness and neuroticism intensify the adverse effects of perceived irrelevance and intrusiveness on ad avoidance behaviors. In contrast, traits such as extraversion, agreeableness, and openness to experience mitigate these negative perceptions, suggesting a complex interplay between personality and ad reception. This study not only elucidates the dynamics of viewer engagement with online video ads but also offers valuable insights for advertisers aiming to tailor content more effectively to diverse audience segments.

Motivating residents to volunteer for urban waterway restoration: A segmentation approach

AbstractUrban landscapes play a crucial role in the health of freshwater ecosystems. The task of protecting and restoring urban freshwater waterways requires concerted efforts from all sectors of society, including volunteers. The recruitment and retention of volunteers is often a challenge for community environmental organizations as urban residents are diverse and influenced by a blend of personal, societal, and environmental factors. We surveyed a representative sample of 1901 urban residents across Aotearoa New Zealand and used the Behaviour Change Wheel framework and audience segmentation to understand the underlying factors influencing volunteering for waterway restoration projects and to identify potential target audiences to recruit new volunteers. We identified four segments within the target audience (“Supportive,” “Receptive but unsure,” “Hesitant and lack opportunity,” and “Reluctant”) each with its own unique profile of capabilities, opportunities, and motivations for volunteering. Recommendations for appropriate intervention designs to increase levels of volunteering include providing tailored messaging and events for those who are “Receptive but unsure” or “Hesitant and lack opportunity” and information about volunteering opportunities to “Supportive” individuals. This knowledge lays the groundwork for future initiatives focused on increasing urbanites' volunteering with community freshwater restoration groups.

STRATEGI PEMASARAN PRODUK MENGGUNAKAN MEDIA ANIMASI DI INDONESIA

In the growing digital era, the use of animation media has become one of the effective marketing strategies in Indonesia. Animation provides a visual appeal that is able to convey marketing messages in an attractive and easily understood manner by various audience segments. This research aims to analyse product marketing strategies that use animated media, with a focus on the effectiveness, flexibility, and consumer engagement generated. The research method used is qualitative analysis with case studies on several companies in Indonesia that have successfully adopted animation in their marketing campaigns. The results show that animation not only increases product appeal, but is also able to convey complex messages in a simpler and more interactive way. In addition, animation has also proven effective in building brand awareness and creating a strong emotional connection with consumers. This research is expected to provide insights for creative industry players and companies in optimising marketing strategies through the use of animation media.

Policy Information Communication in Shanghai’s 15-Minute Community Living Circle--Taking Jing’an District as an Example

This paper examines the communication strategies of the “15-minute community life circles” policy in Shanghai Jing’an District. The study highlights the critical role of effective information dissemination in fostering public understanding and engagement with the policy. Analyzing current communication channels, including online platforms such as WeChat and Weibo, the paper identifies key challenges such as inadequate coverage, low public awareness, and insufficient interaction between policy content and residents’ daily lives. The paper also critiques the reliance on traditional media, which may not effectively reach younger demographics. Recommendations are provided to enhance the policy’s communication, including diversifying media channels, tailoring content to specific audience segments, and integrating more interactive and relatable narratives. By improving these aspects, the policy can better achieve its goal of creating sustainable, well-connected communities that meet the needs of all residents. This study underscores the importance of adaptive and responsive communication strategies in the successful implementation of public policies.

Vaccine Hesitancy and COVID-19 Risk Behaviors Associated with Social Media Use in Japan

ABSTRACT We examined the associations between the use of different types of media and COVID-19 vaccine hesitancy, as well as risk behaviors of COVID-19 infection, in Japan in late 2021. Cross-sectional surveys were conducted using rapid online surveys of residents in Iwate Prefecture from February 5 to 7, 2021, and from October 1 to 3, 2021. Each individual’s risk of acquiring SARS-CoV-2 infection was calculated using a quantitative assessment tool (the microCOVID). Intention to get vaccinated for COVID-19 was assessed by self-report. Usage of five types of media for obtaining COVID-related information was assessed: (1) newspapers, (2) television or radio, (3) internet or news apps, (4) social network services (SNS) (excluding LINE, a popular messaging app), and (5) other. Reliance on SNS did not show significant associations with either intention to get vaccinated or engaging in risky behavior for acquiring COVID-19. Although users of the internet or news apps were marginally significantly less likely to engage in high-risk behavior, significant associations between vaccine hesitancy and the usage of the internet or news apps were found in the middle age and elderly groups (OR [95% confidence interval (CI)] in middle age: 1.55 [1.07–2.23]; in elderly; 9.24 [3.28–26.02]). The differential associations between different types of media use and COVID-19 prevention behaviors may assist in preparing for future pandemic outbreaks. One implication for public health risk communication is audience segmentation, such as emphasizing vaccine safety and effectiveness for older audiences.

Features of consumer behaviour in the sphere of fast food catering on the Moscow market

The article presents the results of the empirical research of consumer behaviour features in the sphere of fast food catering in the Moscow market. The research method is a questionnaire survey with the use of digital technologies. The article reveals the loyalty of consumers to the visited fast food establishments; their motivation to visit new such places is determined; the awareness of consumers about the opening of new fast food establishments is studied; their preferences regarding the use of meal delivery services of these places and staying at them are revealed. The conclusions are formulated that direct visit to fast food restaurants remains a popular social practice among a significant part of consumers; digital meal delivery services of these places is actively used by consumers; visiting fast food establishments and ordering meal delivery there are typical for representatives of low-, middle-, and high-income audience segments; the communication activity of new fast food restaurants being opened is insufficient; the audience’s expectations from visiting these places and ordering food from them are not limited to the satisfaction of basic needs. The results of the research can be useful for the development of marketing strategies and advertising campaigns in the sphere of fast food catering as well as for the adjustment of business strategies of the restaurants.

Changes Take Place in Stages! A Gradational Perspective on the Influence of Homeowners Associations on the Adoption of Wildlife-Friendly Landscape Maintenance

Lack of demand for professional wildlife-friendly landscape maintenance (WFLM) is not well understood, and further complicated by institutional and non-institutional influences. Framed by the Transtheoretical Model of Change, this study evaluated behaviors and perceptions pertaining to WFLM. A cross-sectional research design with quota sampling gathered stage of change, perceived motivators and barriers, processes of change, and self-efficacy from 1,219 Florida residents who hired a professional for landscape maintenance services. Comparisons were conducted to disentangle the relationship between living in a homeowners association and requesting WFLM. More residents were in earlier pre-action stages than later behavioral stages. There were stronger perceptions of some external barriers and motivators among homeowners association residents with perceptions of neighbors’ expectations being the greater motivator and barrier among this audience segment. Findings reveal a need to support residents in earlier stages of behavior change and integrate social norms into behavior change programs, especially within homeowners associations.

ОСОБЛИВОСТІ ВИБОРУ СТРАТЕГІЙ ПОЗИЦІОНУВАННЯ МАЛИХ ФЕРМЕРСЬКИХ ГОСПОДАРСТВ-ВИРОБНИКІВ ЯБЛУК

For a long time, small farms were left out of marketing strategies, focusing on cultivation and traditional schemes for the sale of their products. Marketing entered agricultural industries later than industrial and consumer markets, which creates gaps in the use of marketing tools. Modern challenges actualize the mechanisms of selection, development and implementation of positioning strategies for small farms. The purpose of the article is to research and analyze the features of the market and marketing environment in which small apple farms operate and, accordingly, research the impact of the identified features on the choice of positioning strategies of these enterprises. The object of the study is positioning strategies of small farms producing apples. Methods used in the research: desk analysis, clustering method, target audience segmentation method, methods of analysis, synthesis and logical generalization, method of generalization of national experience, etc. The hypothesis of the study was the assumption that relationship marketing at the level of the B2B segment imposes its specificity on all areas of marketing activity of small farms producing apples, including on the processes of their positioning. Main Content. Classical strategies are not always applicable in the field of agricultural production, where success often depends on the ability to establish connections and cooperation with intermediaries, distribution partners, service organizations, local authorities, the labor market, and others. This necessitates the more active use of positioning strategies by agricultural producers. Apple farming in Ukraine is a strong sector of horticulture and agricultural production as a whole. It ensures the country's food security, creates significant export flows, supplies raw materials to the food industry, is a major consumer of machinery and chemicals, and provides substantial employment. Currently, a significant number of agricultural enterprises in the Chernivtsi region are engaged in apple farming. It has been established that all apple producers in this region can be categorized as small farms. It is noted that widely accepted positioning strategies need to be adapted to meet the needs of small-scale agricultural producers. The article emphasizes that among all possible positioning strategies, only a limited number are suitable for them—those focusing on the quality of the product, the "quality" of the supplier, the "quality" of the partner, and the "quality" of the employer. Given that positioning strategies require targeting a specific audience, the author identifies the following target audiences for small farms: 1) Wholesale intermediaries and buyers, 2) Local competitors, 3) Permanent and seasonal workers, 4) The local community. Originality and Practical Significance of the Study. The research analyzes practical experience and takes into account the current realities of the agricultural sector to develop effective recommendations for its application in the strategic planning of the mentioned enterprises. Conclusions and prospects for further research. The research on the characteristics of the highly competitive apple agrimarket justifies the need for small farms to develop a comprehensive positioning strategy, which includes the following components: positioning the farm as a reliable partner for wholesalers and intermediaries; positioning the farm as a trustworthy partner for cooperation and collaboration; positioning the farm as a dependable employer; and positioning the farm as a producer and supplier of high-quality products.

Distribution Personalization and Content Decentralization on Brand Recall

Structural equation modeling examines the impact of distribution personalization and content decentralization on brand recall among Gen-Z consumers to analyze the causal relationship between these factors. The research used Covariance Based–Structural Equation Modeling (CB-SEM) and Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on review of related literature. The 385 samples were Gen Z (age 12 to 27 as of year 2024 randomly from Region III, Philippines, comprising the provinces of Aurora, Bataan, Bulacan, Nueva Ecija, Pampanga, and Tarlac. Questionnaires with rating scales were used as research tools. Confirmatory factor analysis was used to analyze model fit, reliability, and validity. A structural model and path analysis were used to examine the links. Causal relationships were analyzed using PLS-SEM. The findings indicated that the model had a reasonable fit with empirical data and exhibited acceptable reliability and validity. The results demonstrate that distribution personalization has a direct positive effect on Gen Z’s ability to recall a brand. In addition, content decentralization acted as a partial mediator or indirect effect on the relationship between distribution personalization and Gen Z brand recall. Based on these results, sellers of clothing brands reliant on short-form video ads may consider employing advanced data analytics technologies to acquire insights into the preferences, behavior, and demographics of the audience and personalize video content to specific audience segments like Gen Z. Furthermore, it is advisable to optimize distribution channels, incorporate user-generated content into distribution strategies, and emphasize usercentric storytelling to create favorable associations with the brand. Future research should be qualitative or mixed methods to obtain a richer qualitative interpretation, and cohort or longitudinal research should be conducted to study these effects eventually.

How generative artificial intelligence portrays science: Interviewing ChatGPT from the perspective of different audience segments.

Generative artificial intelligence in general and ChatGPT in particular have risen in importance. ChatGPT is widely known and used increasingly as an information source for different topics, including science. It is therefore relevant to examine how ChatGPT portrays science and science-related issues. Research on this question is lacking, however. Hence, we simulate "interviews" with ChatGPT and reconstruct how it presents science, science communication, scientific misbehavior, and controversial scientific issues. Combining qualitative and quantitative content analysis, we find that, generally, ChatGPT portrays science largely as the STEM disciplines, in a positivist-empiricist way and a positive light. When comparing ChatGPT's responses to different simulated user profiles and responses from the GPT-3.5 and GPT-4 versions, we find similarities in that the scientific consensus on questions such as climate change, COVID-19 vaccinations, or astrology is consistently conveyed across them. Beyond these similarities in substance, however, pronounced differences are found in the personalization of responses to different user profiles and between GPT-3.5 and GPT-4.

VEPRe. A Mixed-Method Approach for Including Sociological Profiles in Audience Segmentation for Communication Campaigns

The VEPRe model aims at providing practical recommendations in times of crises through a mixed-method approach for audience segmentation leading to the creation of sociological profiles. The model inherits from theoretical models in audience segmentation from the distinct disciplines of marketing, psychology, sociology, linguistics, and anthropology. We propose a model divided into four main dimensions: values, emotions, practices, and relations to the norm. This model, whose approach is deliberately empirical, is an answer to the limits of entirely statistical approaches that occasionally overlook some individuals, their systemic properties, and their complexity. In this model, audience segmentation is predictive as it aims to define levers of action for each persona that lead to conversion, empowerment, a mind-shift, higher trust, role-modeling, or a better understanding of a given situation. The VEPRe method is inclusive (it allows individuals to belong to several groups) and flexible (it evolves over time and opens the way to the evolution and change of individuals). This grouping method also encourages the completion and mutual support between segments; it is a peer-supporting method.

An automated social media manager based on artificial intelligence

In today's world of social media, where brands and companies constantly interact with their audiences, the automation of content management processes is becoming increasingly important. Manual content creation, publication, and analysis on social networks require significant resources and time. Automated social media management systems based on artificial intelligence help simplify these processes, enhancing efficiency and optimizing audience engagement strategies. Artificial intelligence in social media marketing systems allows for the automation of tasks such as creating text posts, scheduling publications across different platforms, and analyzing user interactions. Artificial intelligence can analyze audience behavior, predict the optimal time for posts, and recommend changes to content strategies for maximum reach. This not only saves time but also improves the effectiveness of marketing campaigns through more accurate analytical data. However, the automation of social media marketing also faces challenges. The primary issues include the complexity of integrating different social networks into a single management system and the limitations in generating high-quality content that meets the emotional and stylistic requirements of the brand. Additionally, a major challenge is content personalization based on data analysis, which must account for each audience segment's unique needs and behavioral characteristics. Despite these challenges, the prospects for developing automated social media marketing managers are promising due to ongoing innovations in artificial intelligence and machine learning. Future research and development will focus on improving the quality of automated content generation, enhancing user interfaces, and integrating new social platforms to expand multi-channel marketing campaign management capabilities. Thus, the automation of social media marketing is a promising field that will enable brands and companies to optimize their audience engagement strategies while significantly reducing the time and resources required for content creation, publication, and analysis. This work presents the structure of the main entities of an automated social media management system based on artificial intelligence, including users, professions, questions, answers, settings, and integration with Telegram. The developed system enables efficient content management, automates publications, and personalizes audience interaction based on user responses. The system's described key components, attributes, and relationships provide scalability and flexibility, allowing brands and companies to optimize their marketing strategies and client interactions.

OPTIMIZING PROGRAMMATIC ADVERTISING: A MACHINE LEARNING APPROACH TO PREDICTIVE AD TARGETING

In the ever-evolving landscape of digital advertising, programmatic advertising has emerged as a pivotal tool for automating ad placement and targeting audiences at scale. However, traditional methods often fall short in accurately predicting user behavior and delivering relevant ads to the right audiences. This study explores the potential of machine learning (ML) techniques to enhance predictive ad targeting within the programmatic advertising ecosystem. By applying a range of supervised and unsupervised ML models, including decision trees, neural networks, and clustering algorithms, we assess the ability of these models to improve ad relevance and engagement while optimizing budget allocation. Our findings reveal that ML-driven predictive targeting significantly increases click-through rates (CTR) and conversion rates compared to conventional targeting strategies. This research highlights the implications of using ML to improve ad targeting precision, reduce ad spend wastage, and enhance user experience. These insights contribute to the advancement of programmatic advertising strategies by demonstrating the transformative impact of AI and ML on audience segmentation and predictive ad delivery.

JAKTV Local Broadcast Media Strategy in Maintaining Existence in the Digital Era

JAKTV is a local television station in Jakarta. The presence of various new broadcast media willcertainly add competitors and make people's tastes begin to change. In this regard, JAKTV must beable to plan and carry out various strategies to be able to adapt and transform in order to continueto exist and be able to compete in the current era. This research aims to identify how JAKTV'sstrategy in maintaining their existence as local television, using the Niche (Media Ecology) theoryby Dimmick and Rothenbuhler. The method used in this research is a qualitative approach and datacollection techniques are by interview, observation, and collecting documents related to theresearch. The results of this study indicate that JAKTV as a local Jakarta television station inmaintaining their existence is by carrying out strategies including, planning marketing activities toget advertisements by strengthening their brand to gain the trust of the public and consumers, aswell as providing good service and compliments to clients. Conducting audience segmentation bygrouping based on geographic, demographic, and psychological audiences and positioning bystrengthening an image as a local Jakarta television. Conducted programme planning, productionand partnership, designed programme execution using the “day parting" method, and monitoredand evaluated performance to develop future plans.

Anarchy and Empire: World-Conquerors and International Systems

Abstract Why are some international systems characterized by stable multipolarity while elsewhere conquest produces universal empires? We explain this variation through contrasting the conventional story of the consolidation of multipolar anarchy in Europe against the Ottoman conquest of the Near East and the Manchu conquest of greater China. Both the Ottomans and the Manchus developed the capacity for systemic conquest via hybridizing steppe and sedentary military techniques. Furthermore, both surmounted the legitimation gradient of conquest. The Ottomans and Manchus used cultural statecraft to prevent balancing coalitions and encourage bandwagoning and collaboration. Cultural statecraft comprised strategies of co-opting preexisting symbols of imperial rule and employing multivocal legitimacy strategies to sequentially appeal to multiple segmented audiences. In Europe, both military obstacles and religious confessional ideational divisions frustrated would-be conquerors. Multipolar anarchy is thus a contingent outcome in international politics rather than a constant, which can be extinguished by militarily powerful and culturally agile “world conquerors.”

Monitoring change: A Behavior‐Centered Theory of Change for effective demand reduction interventions

AbstractBehavior change campaigns are crucial in combatting illegal wildlife trade (IWT) by reducing demand, but assessing their impact requires robust strategies. The Behavior‐Centered Theory of Change (BC‐ToC) integrates Theory of Change frameworks with decision‐making models to design and evaluate interventions using behavioral and progress indicators. We used BC‐ToC to design two behavioral change interventions aimed at reducing demand for two threatened Venezuelan bird species: the Yellow‐shouldered Amazon (YSA) and the Red Siskin (RS). We developed workshops to engage community organizations and conservationists to identify audience groups, evaluate alternative behaviors considering impact and benefits, and define behavior‐based indicators for monitoring change. For YSA, two audience groups with similar demand motivations emerged: “common folks” (women, 20–70 yo, low education) and “young professionals” (20–30 yo, educated). Enjoying parrots through outdoor activities emerged as an alternative. For RS, the main audience segments were the breeder groups “South American node” (Venezuelan and Brazilian) and “Iberian node” (Spaniels and Portuguese). Iberian with wider age range (30–60 yo) and greater education than South American. Adopting responsible sourcing practices surfaced as the alternative behavior. We described behavioral levers, intermediary outputs, and indicators reflecting changes in knowledge, attitudes, norms, and control. We discussed challenges for adoption, emphasizing systemic barriers and the role of regulations, and provided ground‐tailored strategies for effective behavioral interventions.

The Future of Art Museums: Reflections on a Young Audience

Art museums in Poland have been undergoing a very profound transformation over the last decades and have been transformed from institution based on the concept of the object-centered museum to the institution based on the concepts of the client-centered museum and the community-centered museum. This direction of the transformation seems to be very rational and completely justified, as the functions that museum institutions can fulfil are highly dependent on visitor interest. However, these changes may not be fully successful, because art museums have very little interest from young adults, who are a very important segment of the cultural audience, as the future of museum institutions will depend on them. The aim of this article is to analyse – based on the results of a qualitative study carried out – the way in which young adults perceive the institutions of art museums and to identify those directions of change that could cause them to become more attractive. The conclusions formulated based on the study make it possible to define the directions of the desired transformations, and their implementation may induce young adults to take a greater interest in the cultural offer proposed by museums.

Enhancing the appeal of Setu Babakan: Integrating marketing strategies to increase tourist visits

Background: Setu Babakan is a Betawi cultural tourist area located in South Jakarta, which possesses significant potential to attract visitors. However, it currently faces several challenges, including limited public understanding of Betawi culture, inadequate supervision, and insufficient facilities. This study aims to conduct a SWOT analysis and develop an integrated marketing strategy to enhance Setu Babakan's appeal as a Betawi cultural destination. Previous studies highlight the importance of cultural tourism and marketing strategies in attracting visitors to similar destinations. Methods: This research employs a descriptive qualitative method, gathering primary data from official Indonesian government releases and secondary data from various publications and online sources. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats pertaining to Setu Babakan. Findings: he SWOT analysis reveals strengths in natural, educational, and cultural tourism, weaknesses in public understanding and supervision, opportunities for community income enhancement and increased tourist attraction, and threats from competition with other destinations. Based on this analysis, an integrated marketing strategy is formulated targeting specific audiences, including families, culture enthusiasts, nature tourists, and educational visitors. The strategy involves developing attractive tourism products, setting affordable prices, improving accessibility, leveraging digital marketing through websites and social media platforms, fostering partnerships with local governments, private sectors, and communities, and enhancing service quality and infrastructure. Conclusion: The recommended marketing integration aims to boost Setu Babakan's appeal as a Betawi cultural destination and increase tourist visitation. Novelty/Originality of this article: This study contributes new insights into the marketing strategies applicable to cultural tourism, particularly in the context of Betawi culture, by identifying specific audience segments and suggesting tailored strategies to enhance visitor engagement and experience.

Features of Reference and Bibliographic Services for Students in University Libraries

Students are in a continuous process of communication, using various information environments and electronic resources of the Internet. But at the same time they do not interact with libraries enough, they do not know their capabilities. This paper highlights the issue of effective use of modern technologies to create forms and methods of reference and bibliographic services adapted to the information needs of students. The purpose of the article is to identify the experience of foreign university libraries aimed at attracting students and increasing their awareness of reference services on the basis of publications in English-language periodicals. Readers belonging to the Internet generation are an active segment of the target audience, and specialists of reference and bibliographic services should study their individual information needs and purposefully promote library resources and services oriented to the youth audience. One of the ways to solve these problems is to organize library cooperation programmes, where librarians integrate their knowledge and skills into the educational process, being in constant contact with both students and university lecturers. The article considers the key vectors of development of reference and bibliographic services in the conditions of modern society. It is concluded that students prefer a multi-level hybrid model of reference bibliographic service with the fulfillment of user requests (remotely and face-to-face) in the context of their personal preferences in combination with independent search using information resources of libraries.

Application of Public Relations Tools for Revenue Generation by Taraba State Board of Internal Revenue

This study investigates the efficacy of public relations (PR) tools employed by the Taraba State Board of Internal Revenue to bolster revenue generation. The research objectives encompass identifying specific PR strategies, eval_uating their effectiveness, and proposing actionable recommendations. Employing a mixed-methods approach, quantitative surveys and qualitative interviews were conducted to gather comprehensive insights. The study was built on Two Symmetrical Model, Excellence Theory, and Transfer Process Model. Findings indicate a moderate utilization of PR tools, with 63% of respondents reporting extensive to moderate use. Notable strategies include social media engagement, press releases, and community outreach initiatives. Qualitative data elucidates participant experiences, highlighting the impact of these strategies on promoting tax compliance and fostering positive public perception. Effectiveness assessments reveal tangible outcomes, with participants citing increased tax compliance rates and positive media coverage as key indicators. This underscores the significance of strategic communication in driving revenue generation efforts. However, challenges such as limited collaboration with external stakeholders and the absence of comprehensive eval_uation mechanisms are identified. Based on the findings, several recommendations are proposed to optimize PR efforts and enhance revenue generation outcomes. These include fostering closer collaboration with stakeholders, implementing robust eval_uation mechanisms, and tailoring communication strategies to diverse audience segments. Additionally, there is a call for continuous professional development to ensure staff proficiency in PR roles.