Business Intelligence

The Effects of Social Media Marketing on Online Consumer Behavior

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Executive Summary

Social media allows customers and prospects to communicate directly to user brand representative or about user brand with their friends. However, the obvious question is: who are the people interacting online and how engaged are they in online activities? This paper aims to answer this question based on a study regarding the online activities of 236 social media users, by identifying different types of users, a segmentation of these users and a linear model to examine how different predictors related to social networking sites have a positive impact on the respondents' perception of online advertisements. The answer can help discover how to engage with different types of audiences in order to maximize the effect of the online marketing strategy.

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