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Facebook user segmentation to enable targeted social advertisement
Risius, Marten
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Aydingül, Okan
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URL:
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https://aisel.aisnet.org/icis2018/social/Presentat...
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Additional URL:
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https://www.researchgate.net/publication/328041182...
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Document Type:
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Conference or workshop publication
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Year of publication:
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2018
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Book title:
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Bridging the Internet of People, Data, and Things : 39th International Conference on Information Systems (ICIS 2018) : San Francisco, California, USA, 13-16 December 2018
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Page range:
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1-8
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Conference title:
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ICIS 2018
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Location of the conference venue:
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San Francisco, CA
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Date of the conference:
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13.-16.12.2018
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Place of publication:
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Atlanta, GA ; Red Hook, NY
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Publishing house:
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AISeL ; Curran
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ISBN:
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978-0-9966831-7-3 ; 978-1-5108-8104-4
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Publication language:
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English
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Institution:
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Business School > ABWL u. Wirtschaftsinformatik I (Heinzl 2002-)
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Subject:
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004 Computer science, internet
380 Commerce, communications, transportation
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Abstract:
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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.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
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