Abstract
To reach his goal to market a product or service there is a need to introduce a competitive advantage which should characterize the product. This competitive advantage through various forms of communication of the company (or of the organization) with the customer needs to reach with targeted moves into the appropriate target group. The ultimate goal is to avoid unnecessary waste of resources. In order to find whether the results will have application in the market segmentation in social networks and media, we will make use of simulation models. Thereby, we have the separation of the market for social networks and media to target groups. The highest number of promotions is now based on the Internet which is estimated as faster, cheaper, and wider promotional tool. The research conducted on the Internet and statistics studied, highlighting as a means of communication between the company and target groups of social networks and media. It is reported that worldwide 74 % of adult Internet users have at least one account to them (Pew Internet Project’s research). It followed so that there immediacy consumer contact with the company, which may use many different ways to promote the product. On the part of the company, analyzing properly the data and using social ROI (return on investment), one can pump elements for the success of the product. Finally, creating variables in the model can be done by using a different approach for social networks and media, which results in obtaining data on sales.
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Plessias, A.A., Nasiopoulos, D.K., Giakomidou, D.S. (2017). Modeling of Market Segmentation in Social Networks and Media. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_63
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DOI: https://doi.org/10.1007/978-3-319-33865-1_63
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