Segmentation of users of social networking websites

• Carlota Lorenzo-Romero

  University of Castilla-La Mancha

• María-del-Carmen Alarcón-del-Amo

  University of Castilla-La Mancha

• Efthymios Constantinides

  University of Twente

The typology of networked consumers in The Netherlands presented in this study, was based on an online survey and obtained using latent segmentation analysis. This approach is based on the frequency with which users perform different activities, their sociodemographic variables, social networking experience, and patterns of interaction. The findings present new insights for marketing strategists wishing to use the communication potential of online social networks and for marketers willing to explore the potential of online networking as a low-cost, efficient alternative to traditional networking approaches. The findings also present researchers of social behavior with interesting insights into the role of online social networks as a platform for social interaction and communication.

1. Carlota Lorenzo-Romero, University of Castilla-La Mancha
   Department of Marketing
2. María-del-Carmen Alarcón-del-Amo, University of Castilla-La Mancha
   Department of Marketing
3. Efthymios Constantinides, University of Twente
   School of Management and Governance

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