Segmenting Voters by Motivation to Use Social Media and Their Lifestyle for Political Engagement

Segmentation in political marketing seems to be a very useful tool and takes new instructions in the age where the social media is playing a crucial role for political parties. This research uses market segmentation theory in the field of politics through the study of behavior and motives of voters/social media users. Based on a structural equation model there are strong indications for two segments greatly influenced by politicians' marketing on social media as far as behavioral results of active participation, word of mouth, and voting goals. The results revealed that information, entertainment and activism are positive motivation mechanisms for political engagement. Further, to follow actively and to vote politicians with the information motive appears to perform as a generic construct affecting overall. These results assist political marketing consultants to apply the suitable strategy campaign through social media and gives new directions for more depth research on this.