search query: @indexterm market research / total: 2057
reference: 332 / 2057
| Author: | Sivadas, E. Grewel, R. Kellaris, J. |
| Title: | The Internet as a micro marketing tool: Targeting consumers through preferences revealed in music newsgroup usage |
| Journal: | Journal of Business Research
1998 : MAR, VOL. 41:3, p. 179-186 |
| Index terms: | INTERNET MARKETS MARKET RESEARCH REGRESSION ANALYSIS |
| Language: | eng |
| Abstract: | Recent developments in information technology have created new opportunities for marketers to target consumers more precisely. The advent of the information super-highway, for example, has begotten the possibility of identifying and serving very narrow consumer segments basis on interests and preferences reflected in their usage on Internet. The paper develops and tests propositions concerning the predictive value of Usenet newsgroup usage. Results of an electronic survey show that readers of music-related newsgroups tend to be highly involved in the topic of their specific newsgroup and avid consumers of related goods / services. In addition, for newsgroup-related products, newsgroup readership is shown to be a better predictor of purchasing patterns than standard demographic variables. |
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