Shao, Wei; Ross, Mitchell; Grace, Debra - In: Marketing Intelligence & Planning 33 (2015) 7, pp. 1071-1086
developing an effective segmentation strategy of Facebook users. Additionally, the paper seeks to add validity to the scale …-motivation and segmentation. Practical implications – For marketers who communicate with market segments via social media, the … the nuances of different user segments. This research provides marketers with a motivation and demographic segmentation …