The ABCD typology: Profile and motivations of Turkish social network sites users

What is it about?

• We examine the SNS usage motivations and identify the user segments • We defined seven motivations behind SNSs usage • Information seeking is the primary motive to use SNSs follows by communication and creation • We identified the ABCD Typology - Advanced users, Business oriented users, Communication seekers and Dawdlers -. • We identified the SNS user segment “business oriented users” first time in the literature.

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Why is it important?

In this paper, we report on the motivations that affect SNSs usage. This is significant because while there are some studies conducted in developed countries such as the USA, the UK, etc., this study is conducted in a developing country. In addition, we segment SNSs users using these motivations and create a consumer typology with an integrated study. The paper should be of interest to readers in the areas of social media, marketing, and digital world.