Customer Segmentation in Social Media Marketing: Analyzing Hidden Customer Heterogeneity through Finite Mixture Partial Least Squares (FIMIX-PLS) and Importance-Performance Map Analysis (IPMA)

Aram Jo; Shengnan An

Journal ArticleOPEN ACCESS

Customer Segmentation in Social Media Marketing: Analyzing Hidden Customer Heterogeneity through Finite Mixture Partial Least Squares (FIMIX-PLS) and Importance-Performance Map Analysis (IPMA)

Jo A
An S

Business Communication Research and Practice (2024) 7(1) 35-47

DOI: 10.22682/bcrp.2024.7.1.35

N/ACitations

18Readers

Abstract

… aims to uncover how social media marketing activities (SMMA) influence brand equity and user behavioral … The effect of social media marketing activities on brand awareness, brand …

Cite

CITATION STYLE

APA

Jo, A., & An, S. (2024). Customer Segmentation in Social Media Marketing: Analyzing Hidden Customer Heterogeneity through Finite Mixture Partial Least Squares (FIMIX-PLS) and Importance-Performance Map Analysis (IPMA). Business Communication Research and Practice, 7(1), 35–47. https://doi.org/10.22682/bcrp.2024.7.1.35

Customer Segmentation in Social Media Marketing: Analyzing Hidden Customer Heterogeneity through Finite Mixture Partial Least Squares (FIMIX-PLS) and Importance-Performance Map Analysis (IPMA)

Abstract

Cite

Register to see more suggestions