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

Document Type


Publication Date



Facebook, engagement, word-of-mouth, branding, qualitative


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.


Additional Files