MKTG 345 Chapter Notes - Chapter 3: Hootsuite, Dominick Fernow, Psychographic
Document Summary
Social footprints: are the marks a person makes when he or she occupies digital space. Lifestreams: are time-ordered streams of entries and posts. Penetration rate: the measure of the percentage of a population with internet access is known as the. Affinity impulse: social networks enable participants to express an affinity, to acknowledge a liking or relationship with individuals and groups. Prurient impulse: people may feel a curiosity about others and want to feed this interest. Contact comfort and immediacy impulse: people have a natural drive to feel a sense of psychological closeness to others. Altruistic impulse: some participate in social media as a way to do something good. Validation impulse: social media focuses intently on the individual. Market segmentation: is the process of dividing a market into distinct groups that have common needs and characteristics. 5 types of segmentation: geographic segmentation, demographic segmentation, psychographic segmentation, benefit segmentation, behavioral segmentation.
