of Social Customer: A Study of Selected Media Platforms
Joseph1 and Dr. G.K. Deshmukh2
Assistant Professor 1, 2,
Institute of Management
Pt. Ravishankar Shukla University, Raipur
has facilitated the free flow of information at lower cost. The growth of
internet user has led to growth of social media platforms. Companies have tried
to determine parameters which can be effectively used by companies to
understand the factors which contribute to engagement of consumers on social
media. The engagement rate is calculated on the basis of views related with a
post. Further the present research has also tried to undertake customer
segmentation in virtual world on the basis of engagement rates with selected
post on social media platforms like facebook, twitter and instagram,
demographic profiles and time spent on the selected platforms.
Social Media, Customer Engagement, Customer segmentation, engagement rate
has witnessed sea change in recent times. It has changed the ways we view
markets and procure goods and services for necessities to satisfy our needs and
wants. Market has made a gradual progression from physical world to virtual
world. Anderson (2007) opined that virtual markets are increasing niche
marketing as marketers are able to cater to need of individual customers as
well with a defined plan. Further Casteleyn et.al (2009) indicated that the
advent of social media and its rampant usage has turned out to be a two way facilitator.
It provides fruitful insights to marketers to manufacture products and services
in accordance to customer requirements on one hand and on the other hand it
provides platform to customers to voice their fruitful opinions to demand
products and services according to their needs. Kietzmann et. al (2011) have
supported the use of social media to share meaningful customer purchase and
post purchase experience associated with a product or service. Further the
advent of social CRM as highlighted by Hardey (2011) has led to increased
customer engagement by corporate.
the increased geographical dispersion of customer due to advent of e-commerce
has necessitated the study of customer profiles with greater care and caution.
The simple grouping of customers with similar needs and wants on the basis of
demographic and psychographic characteristics is becoming increasingly
difficult. Stienstra (2010) indicated that the open field of operations
available due to advent of World Wide Web has necessitated the rightful
segmentation of customers based on underlining common characteristics for
better targeting and positioning of product and service offerings. Further Simkin and Dibb (2013) highlighted
that the marketers are unable to restrict the flow of information regarding
their products and services as the customers are making use of social media to
freely exchange their opinions regarding the market mix of companies. In the
above backdrop the paper has tried to understand the following issues:
engagement in selected social media platforms.
Use of social
media for customer segmentation in self help book market
Engagement in Social Media
of literature has been reviewed by researchers to understand the factors which
pose an impact on customer engagement on social media platforms. Ashley and
Tuten (2015) highlighted that experiential, image, and exclusivity messages
leads to customer engagement. Brian
et.al (2015) identified eleven motivating factors which influence customers to
engage in online communities. Bijmolt et.al (2010) indicated that customer
engagement takes place in three steps namely customer acquisition, customer
development, and customer retention. Roderick et al. (2013) has indicated that
customer engagement has behavioural, cognitive and emotional dimensions which
are responsible for creation of satisfaction, empowerment, connection, bonding,
trust and commitment amongst customer. Brodie et al. (2011) indicated that engagement
in social media was characterised as personal and social interactive
of social media for customer segmentation
segmentation is an age long concept where customers with similar profiling are
grouped together based on identified similarities. The groupings can take place
in virtual markets as well for better targeting and positioning. Foster et.al
(2011) indicated that usage intensity and activities performed should be used
as parameters to segment customers on social media. Constantinides
(2011) highlighted that segmentation through social media can take place on
parameters of social interaction and information seeking. Sari (2016) indicated that customer profile
and purchase history can be used to profile customers through the usage of
researcher undertook an empirical study be collecting data from readers of self
help books who have studied or are studying in the engineering colleges
situated in the geographical area of Chhattisgarh with the help of a structured
questionnaire amongst Facebook, Twitter and Instagram users. Customer engagement
was studied on namely three social media platforms (i) Facebook, (ii) twitter
and (iii) Instagram. Further Engagement rate was calculated on the basis of
engagement rates by views on post related to self help books. Following formula
ER view = Total engagements on
post / Total views *100
Average ER view = Total ER
view / Total posts
The self help books were divided into Self
improvement, Personal growth, motivation, relationship based, management based
and health. Further customer segmentation was done on the basis of reading
choices and customer engagement levels regarding post on self help books.
Further classification was also done on demographic variables mentioned on the
media platform and engagement rate.
of the Study
age group of 20 – 30 yrs; total engagement by views was found to be 52% on
facebook, 18% on twitter and only 8% on Instagram. Further average engagement
rates was highest for books related to self improvement category. It was
calculated to be 78 views. The highest engagement rate was related to books
like Alchemist by Paulo Coelho, 7 habits of highly effective people by Stephen
R Covey, Secrets by Ronda Byrne and Power of Positive thinking by Norman Vincent
Peale. Between age group of 31 to 40, total engagement by views was found to be
66% on facebook, 31% on twitter and only 12% on Instagram. Further average
engagement rates was highest for books related to relationship management
category. It was calculated to be 110 views. The highest engagement rate was
related with How
to Win Friends and Influence People by Dale Carnegie and Man are from Mars and
women are from Venus by John Gray. For 40
yrs and above age group, total engagement by views was found to be 38% on
facebook, 19% on twitter and only 4% on Instagram. Further average engagement
rates was highest for books related to management category. It was calculated
to be 38 views. The 5 Am club by Robin Sharma and Jack: Straight from the Gut
by Jack Welch.
the customer segmentation was done on the basis of time spent on social media
platform and engagement rate with self help books. It showed a linear
relationship and the calculated coefficient relationship (r) was 0.9. It shows
a strong positive association between time spent on social media and engagement
rate on post related with self help books. The calculated coefficient
relationship between reading habit and engagement rate on post related with
self help books was calculated to be 0.32. It shows a weak association. Further
engagement rate with self help book post showed strong association with
perception regarding self help book that it can be used for educative and
preventive function. The calculated value of r was 0.76.
Bergsma (2008) rightly highlighted that self-help
books basically provide insights into personal growth, personal relations, coping with stress and
identityby providing remedies to enhance strengths and minimise weakness. The
findings of the study indicated that the choice of reading self-help books
changes with requirements in life. Readers in early life are facing the dilemma
of developing the requisite knowledge, skill and ability to attain professional
goals thus they prefer books which will enhance their professional
capabilities. In the middle age group the readers have usually progressed in
their personal and professional life and they face problems in maintaining the
work life balance. Therefore the study indicated that they prefer books which
provide solutions to relationship issues in personal and professional
space. In the advance age of life above
40 years the professionals are usually facing dilemma related with career
choices and life style disorders. Hence they prefer books which help them in
making their mind regarding their carrier graphs and solve health issues.
Further the finding of
the study can be supplemented with findings of Wang et.al (2012) that the time
spent on social media by users is driven by emotions, intellect, social norms
and habit. The findings of the study indicated that the users who spent more
time on social media usually browse things which suits their emotions,
intellect, social norms and habit. Bolton et.al (2013) highlighted that
environmental factors, demographic factors and endogenous factors helps in
determining the engagement rates in social media platforms. The study also
supports this findings that engagement rate in social media with respect to a
post, time spent and individual characteristics of social media users can be
used to segment market through social media for better targeting and
- Anderson, C.
The long tail: How endless choice is creating unlimited demand. London: Random
House Business Books. 2007.
- Ashley, C., & Tuten, T. Creative
strategies in social media marketing: An exploratory study of branded social
content and consumer engagement. Psychology
& Marketing. 2015; 32(1):
- Bergsma, A. Do self-help books help? Journal of Happiness Studies. 2008; 9: 341–360.
- Bijmolt, T. H. A.,
Leeflang, P. S. H., Block et al. Analytics for Customer Engagement. Journal of Service Research. 2010;
- Bolton, Ruth N.; Parasuraman, A.; Hoefnagels, Ankie; Migchels, Nanne;
Kabadayi, Sertan; Gruber, Thorsten; et al. Understanding Generation Y and their
use of social media: a review and research agenda. Loughborough University. 2013.
Journal contribution. https://hdl.handle.net/2134/13896
- Brian J.
Baldus, Clay Voorhees, Roger Calantone. Online brand community engagement:
Scale development and validation. Journal
of Business Research. 2015; 68(5): 978-985.
R. J., Hollebeek, L.D., Juric, B., and Ilic A. Customer engagement:
Conceptual domain, fundamental
propositions & implications for research in service marketing. Journal of Service Research. 2011; 14
- Casteleyn, J.,
Mottart, A., & Rutten, K. How to use Facebook in your market research. International Journal of Market Research
2009; 51: 439– 447.
Efthymios & Stagno, Marc C. Zinck. Potential of the social media as
instruments of higher education marketing: a segmentation study. Journal of Marketing for Higher Education.
2011; 21(1): 7-24.
- Foster, Mary
& West, Bettina & Francescucci, Anthony. Exploring social media user
segmentation and online brand profiles.
Journal of Brand Management. 2011. 19.
- Hardey, M. To
spin straw into gold? New lessons from consumer-generated content. International Journal of Market Research
2011; 53: 13 – 15.
- Kietzmann, J.
H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. Social media? Get
serious! Understanding the functional building blocks of social media. Business Horizons. 2011; 54: 241–
- Roderick, J.
Brodie., Ana Ilic, Biljana Juric, Linda, Hollebeek. Consumer engagement
in a virtual brand community: An exploratory analysis, Journal of Business Research. 2013; 66(1): 105-114.
Lyndon & Dibb, Sally. Social media's impact on market segmentation and CRM,
Journal of Strategic Marketing.
2013; 21(5): 391-393.
The myth of segmentation or how to move beyond. Athens: ESOMAR. 2010.
- Wang, Zheng.,
Tchernev, John M. & Solloway, Tyler. A dynamic longitudinal examination of
social media use, needs, and gratifications among college students. Computers in Human Behavior. 2012;