| Creators: |
Risius, Marten and Aydingül, Okan |
| Title: |
Facebook User Segmentation to Enable Targeted Social Advertisement |
| Item Type: |
Conference or Workshop Item |
| Event Title: |
(Proceedings of the) 39th International Conference on Information Systems (ICIS) |
| Event Location: |
San Francisco, USA |
| Event Dates: |
December, 13-16, 2018 |
| Projects: |
IDI |
| Date: |
2018 |
| Divisions: |
Informationsmanagement |
| Abstract (ENG): |
Social media platforms provide unique opportunities for brands to directly engage with customers and advertise their products. As the largest social network, Facebook gains the majority of its revenue by having companies pay for their messages to appear in the users' newsfeeds. The foundation for most marketing activities has been shown to be proper market segmentation. To that end, marketers can specify a targeted Facebook user group by selecting particular demographic characteristics and like objects. Currently, however, no research has provided any guidance on how to differentiate various target groups. We intend to analyze and classify the Facebook profiles based on their demographic, psychometric, lifestyle and value, as well as geographic information that can be derived from their profiles. Thereby, we will identify key marker items that determine the distinct user segments. Marketers can then apply these items in order to properly target their advertisement campaigns. |
| Forthcoming: |
No |
| Language: |
English |
| Uncontrolled Keywords: |
Social Media Analytics, Social Media Management, Targeted Social Marketing, Facebook, Market Segmentation, User Segmentation |
| Citation: |
Risius, Marten and Aydingül, Okan
(2018)
Facebook User Segmentation to Enable Targeted Social Advertisement.
In: (Proceedings of the) 39th International Conference on Information Systems (ICIS), December, 13-16, 2018, San Francisco, USA.
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