The appearance of Web 2.0 has implied a growth in social interactions between people and organizations. In this context, social networking sites (SNS) are online applications that allow the creation and management of social networks. SNS represent a space where individuals can create and manage their profile and relationships, share information, collabor ate in generating contents, among other activities. SNS have experienced high growth in the last few years, caused by important benefits they represent for both individuals and organizations, as it has been explained in this research. 3 types of Italian social networkers through the analysis of latent class conglomerates are shown in this study, based mainly on the level of use of the tools available in SNS, as well as different covariates which determine the personal profile of social networkers in Italy. Conclusions help companies to define and design their communication strategies more efficiently using SNS as a marketing tool. © Carlota Lorenzo-Romero, Maria-del-Carmen Alarcon-del-Amo, Giacomo Del Chiappa, 2014.
|Journal||Actual Problems of Economics|
|Publication status||Published - 1 Jan 2014|
- Latent segmentation
- Online questionnaire
- Social networking sites