Segmenting virtual consumers identity using values

What is it about?

Consumers on social networking sites are limited by the platform capabilities to perform certain actions. Segmenting consumers based on these actions - while possible, doesn't reflect the real differences between them. Given the fact that consumers can also try and present different identities virtually through their actions, makes such segmentation even more questionable. Segmenting these consumers based on values solve the above mentioned problems. Besides giving the advantage of linking online and offline consumer segments, since values are more sustainable, not limited by platforms, and also greatly influence behavior.

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Why is it important?

The suggested segmentation approach is timely, as it deals with a recent and important topic; social networking sites. The results of this study also suggest solutions to multi-channel marketing problems, and the dilemma of connecting online and offline segments.