Fashion market segmentation using Facebook: an empirical approach Online publication date: Mon, 30-Oct-2023
by Sanjay Mohapatra; Satya Shankar Banerjee
International Journal of Enterprise Network Management (IJENM), Vol. 14, No. 4, 2023
Abstract: The purpose of this paper is to segment the Indian Facebook users into fashion consumer segments based on their behaviour and activities (like, post, share, etc.) exhibited on Facebook and establish a relationship with their Fashion shopping behaviour. The paper also aims to define the most broad and influential segments of Facebook users and their collective traits in terms of shopping behaviour, fashion brand preference, price preference, liking for quality, demand of new fashion, consumer social behaviour, etc. An online survey was conducted in which 158 users participated through structured questionnaire. The results give a clear idea about the consumer segments, which lie, on social media such as Facebook. Practitioners may define their targeting and positioning strategy based on the newly formed consumer segments. Practitioners and researchers may directly create and use consumer segments through social media behaviour of the consumers.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Enterprise Network Management (IJENM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook