Title: Fashion market segmentation using Facebook: an empirical approach

Authors: Sanjay Mohapatra; Satya Shankar Banerjee

Addresses: Information System, Xavier Institute of Management, Bhubaneswar, India ' University of the Arts London, London College of Fashion, 272 High Holborn, WC1V 7EY, UK

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.

Keywords: social media; Facebook; market segmentation; cluster analysis; hierarchical clustering; k-means clustering.

DOI: 10.1504/IJENM.2023.134579

International Journal of Enterprise Network Management, 2023 Vol.14 No.4, pp.348 - 369

Received: 13 Dec 2021
Accepted: 02 Mar 2022
Published online: 30 Oct 2023 *

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