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Profiling online consumers according to their experiences with a special focus on social dimension

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dc.contributor.authorDİRSEHAN, TAŞKIN
dc.contributor.authorsDirsehan, Taskin; Celik, Meltem
dc.contributor.editorOzsahin, M
dc.date.accessioned2022-03-12T04:17:13Z
dc.date.available2022-03-12T04:17:13Z
dc.date.issued2011
dc.description.abstractStrategic marketing management is basically based on segmentation, targeting and positioning. To develop marketing strategies, professionals and academicians increasingly consider customer experiences in recent years. This paper is focused on the segmentation part of marketing strategies combining it with customer experiences. The main objective of this paper is to introduce social experiences beside other experiences to consumer segmentation according to their experiential appeals in order to reveal new consumer profiles. In this way, marketing strategies can be developed on new consumer segments, since previous studies have not considered sensory, affective, creative cognitive, physical and social experiences all together for segmentation. For this purpose, online environment is used because of its expanding social-aimed use. A descriptive research is conducted with 320 participants in Istanbul. The research findings on online brands indicate new customer segments in addition to the existing ones. These segments are named as individual hedonists, highly socials, holistic consumers, action-oriented consumers, knowledge seekers, sense-directed consumers and social utilitarian consumers. (C) 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility 7th International Strategic Management Conference
dc.identifier.doi10.1016/j.sbspro.2011.09.040
dc.identifier.issn1877-0428
dc.identifier.urihttps://hdl.handle.net/11424/223506
dc.identifier.wosWOS:000299617400035
dc.language.isoeng
dc.publisherELSEVIER SCIENCE BV
dc.relation.ispartofPROCEEDINGS OF 7TH INTERNATIONAL STRATEGIC MANAGEMENT CONFERENCE
dc.relation.ispartofseriesProcedia Social and Behavioral Sciences
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectcustomer experiences
dc.subjectexperiential marketing
dc.subjectonline brands
dc.subjectinternet users
dc.subjectCONSUMPTION
dc.titleProfiling online consumers according to their experiences with a special focus on social dimension
dc.typeconferenceObject
dspace.entity.typePublication
local.avesis.ide222da75-5841-496a-8b53-9275270045a3
local.conference.dateJUN 30-JUL 02, 2011
local.conference.locationParis, FRANCE
local.conference.title7th International Strategic Management Conference
local.import.packageSS14
local.indexed.atWOS
local.indexed.atSCOPUS
local.journal.numberofpages12
oaire.citation.titlePROCEEDINGS OF 7TH INTERNATIONAL STRATEGIC MANAGEMENT CONFERENCE
oaire.citation.volume24
relation.isAuthorOfPublication237d2169-98a0-49b5-8316-d36b12378c67
relation.isAuthorOfPublication.latestForDiscovery237d2169-98a0-49b5-8316-d36b12378c67

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