Advanced

Segmenting online communities

Hjaltason, Hjalti and Vernersson, Marie (2008)
Department of Business Administration
Abstract
Thesis purpose: The main purpose of this study is to empirically verify the applicability of Kozinets´ model on an interest, activity or lifestyle based online community, in order to develop an adaptive segmentation approach for segmenting online communities. Methodology: This research is deductive by nature, cross-sectional by design and undertakes a quantitative approach using self-completion questionnaire as a part of a web survey to collect the empirical data needed. Theoretical perspective: The main theories guiding our work and supporting the findings of this study include: market segmentation (descriptive and behavioural) and communities (consumer communities and online communities). Empirical data: A web survey with self-completion... (More)
Thesis purpose: The main purpose of this study is to empirically verify the applicability of Kozinets´ model on an interest, activity or lifestyle based online community, in order to develop an adaptive segmentation approach for segmenting online communities. Methodology: This research is deductive by nature, cross-sectional by design and undertakes a quantitative approach using self-completion questionnaire as a part of a web survey to collect the empirical data needed. Theoretical perspective: The main theories guiding our work and supporting the findings of this study include: market segmentation (descriptive and behavioural) and communities (consumer communities and online communities). Empirical data: A web survey with self-completion questionnaire used to gather empirical data from members of interest, activity or lifestyle based online communities. Conclusions: This study took the specific characteristics of online communities into more consideration than previous research and literature has done and also recognized that an adaptive segmentation approach is needed, depending on the communities of study. Factors such as motivation, attitude, communication forms and internal community influence, were identified as highly important factors when considering an adaptive approach towards segmentation of online communities. (Less)
Please use this url to cite or link to this publication:
author
Hjaltason, Hjalti and Vernersson, Marie
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Segmentation, online-communities, behaviour, commitment communication., Management of enterprises, Företagsledning, management
language
Swedish
id
1340082
date added to LUP
2008-06-04
date last changed
2012-04-02 17:01:56
@misc{1340082,
  abstract     = {Thesis purpose: The main purpose of this study is to empirically verify the applicability of Kozinets´ model on an interest, activity or lifestyle based online community, in order to develop an adaptive segmentation approach for segmenting online communities. Methodology: This research is deductive by nature, cross-sectional by design and undertakes a quantitative approach using self-completion questionnaire as a part of a web survey to collect the empirical data needed. Theoretical perspective: The main theories guiding our work and supporting the findings of this study include: market segmentation (descriptive and behavioural) and communities (consumer communities and online communities). Empirical data: A web survey with self-completion questionnaire used to gather empirical data from members of interest, activity or lifestyle based online communities. Conclusions: This study took the specific characteristics of online communities into more consideration than previous research and literature has done and also recognized that an adaptive segmentation approach is needed, depending on the communities of study. Factors such as motivation, attitude, communication forms and internal community influence, were identified as highly important factors when considering an adaptive approach towards segmentation of online communities.},
  author       = {Hjaltason, Hjalti and Vernersson, Marie},
  keyword      = {Segmentation,online-communities,behaviour,commitment communication.,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Segmenting online communities},
  year         = {2008},
}