Monica Hodis

Interact with me on my terms: a four segment Facebook engagement framework for marketers

Abstract Facebook is used by over 1 billion highly heterogeneous users each month. However, there exists little guidance for marketers when it comes to actionable consumer engagement strategies for this social media platform. The purpose of this article is to profile key segments of Facebook users and build an implementable marketing strategy framework that can help marketers better target their Facebook consumers, and better craft their marketing mix and Facebook campaigns. Based on focus group interviews and a qualitative survey, four distinct types of Facebook users are identified and profiled: attention seekers, devotees, connection seekers and entertainment chasers. Correspondingly, a four-segment marketing strategy framework is proposed to guide content creation and engage consumers in thriving Facebook brand communities.

Spyware and Adware: How Do Internet Users Defend Themselves?

The spread of broadband Internet has resulted in the increase of spyware and adware. This study highlights their damaging effects and proposes a model that captures defensive measures adopted by Internet users. Specifically, our model indicates that knowledge has a positive impact on self‐efficacy that, in turn, is presumed to trigger technical defensive measures. Moreover, concerns for privacy and previous experience with spyware and adware are likely to evoke both tactical and technical defense measures. Data collected by the PEW Internet and American Life research project are utilized to test the proposed model and the findings are discussed.