The Effects of Social Media Marketing on Online Consumer Behavior

Simona Vinerean, Iuliana Cetina, Luigi Dumitrescu, Mihai Tichindelean


Social media allows customers and prospects to communicate directly to your brand representative or about your
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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