THE SOCIAL MEDIA USER: A THEORETICAL BACKGROUND TO THE DEVELOPMENT OF SOCIAL MEDIA USER TYPOLOGY

KRITHIKA G K ., SANJEEV KUMAR K.M .
2018 ELK Asia Pacific Journal of Marketing and Retail Management  
Social media has become an all pervading phenomena in the online digital world and an indispensable part of our daily lives. They have changed the way people communicate, connect and participate. The advent of affordable smartphones and accessible internet connectivity has accentuated its growth and made it pervasive across all echelons of human society. This is the reason why they are good platforms for businesses and brands to reach out to their existing and potential consumers. Inorder to
more » ... e use of these cost-efficient platforms marketers need to know how involved people are in these online media. The purpose of this research was to understand the usage and types of social media users by reviewing of available literature. Through this research it is clear that social media usage can be classified in to four major categories based on individuals need for gratificationsocialising, expressing, recreation and information. It can also be inferred from this study that the most user typologies that have been developed in earlier studies are based on one or more of the following three dimensions (1) Reason for using of Social Media, (2) The level of activity or involvement and (3) The variety of social media applications used. These insights will help marketers to strategize their marketing efforts to reach out to their target market on online platforms.
doi:10.31511/eapjmrm.2018v09i04001 fatcat:viwfrafnkjgu7exrxnjshv2qg4