Journal of Finance and Marketing

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Commentary - Journal of Finance and Marketing (2022) Volume 6, Issue 2

Profiling online customers according to their studies with a unique focus on social measurement.

Strategic advertising management is largely primarily based on segmentation, concentrated on and positioning. To develop advertising techniques, experts and academicians an increasing number of recall client reviews in recent years. This paper is targeted on the segmentation part of advertising and marketing techniques combining it with customer studies. The main goal of this paper is to introduce social studies beside different reports to purchaser segmentation in line with their experiential appeals in order to show new consumer profiles. In this way, advertising techniques may be developed on new client segments, considering previous studies have no longer taken into consideration sensory, affective, creative cognitive, physical and social experiences all collectively for segmentation. For this cause, online surroundings are used due to its increasing social-aimed use. A descriptive study is performed with 320 contributors in Istanbul. The research findings on line brands suggest new purchaser segments further to the present ones. These segments are named as “character hedonists, distinctly socials, holistic purchasers, action-orientated purchasers, expertise seekers, sense directed customers and social utilitarian customers”.

Author(s): Maichael Reum*

Abstract Full Text PDF

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