Digitalization, personalization and globalization shape how companies contact and communicate with their consumers who have different needs and wants. In these highly competitive heterogeneous markets, it becomes crucial to reach consumers in an easy, low-cost and more targeted manner. Social media advertising is one of the effective ways of attracting potential customers, retaining attention of current customers and influencing them through persuasive content. Despite its plentiful and obvious advantages, the variation among consumers’ responses to social media advertising remains as a major challenge. Hence, this study aims to identify different consumer segments based on the social media advertising features, discover differences in their individual traits, and examine variation among those segments in terms of the factors that predict their purchase intentions. By utilizing cluster analysis, consumers are segmented according to their perceptions regarding social media advertising features: perceived relevance, performance expectancy, hedonic motivation, informativeness, and interactiveness. It is revealed that consumers are grouped under three segments, namely: “susceptible”, “dispassionate”, and “impervious”. It is found that there are statistically significant differences among these segments in terms of being easily persuaded, impulse buying tendency, self-confidence, and social network proneness in which consumers in “susceptible” segment are more easily persuaded, have high level of self-confidence, have more impulse buying tendency, and are more prone to social networks when compared to other groups. It is also discovered that there are differences among these segments in terms of the factors that determine their purchase intentions for the products presented in social media advertising. The purchase intention of consumers in “susceptible” segment for products exhibited in social media advertising, is determined by perceived relevance, ease of being persuaded, self-confidence and social network proneness. On the other hand, the purchase intention of consumers in the “dispassionate” segment is shaped by informativeness, ease of being persuaded, and social network proneness. Finally, the purchase intention of consumers in “impervious” segment is influenced by hedonic motivation, perceived relevance, impulse buying tendency, and ease of being persuaded. Nevertheless, when the whole sample is considered, it is observed that consumers’ purchase intentions for the products and services presented in social media advertising are influenced by the following factors: perceived relevance, performance expectancy, informativeness, impulse buying tendency, ease of being persuaded, and social network proneness. Understanding differences across segments can help companies design, manage and convey their social media advertising campaigns to their target audience in a convincing, timely, effective, and efficient way, which in turn, let them gain competitive advantage in highly volatile and dynamic markets.

数字化、个性化和全球化塑造了公司与具有不同需求和欲望的消费者联系和沟通的方式。在这些竞争激烈的异构市场中，以简单、低成本和更有针对性的方式接触消费者变得至关重要。社交媒体广告是吸引潜在客户、留住现有客户注意力并通过有说服力的内容影响他们的有效方式之一。尽管具有丰富而明显的优势，但消费者对社交媒体广告的反应差异仍然是一个主要挑战。因此，本研究旨在根据社交媒体广告特征识别不同的消费群体，发现其个体特征的差异，并根据预测其购买意图的因素检查这些细分市场之间的差异。通过使用聚类分析，消费者根据他们对社交媒体广告特征的看法进行细分：感知相关性、绩效预期、享乐动机、信息量和互动性。据透露，消费者分为三个部分，即：“易感”、“冷静”和“不渗透”。研究发现，这些细分群体在易被说服、冲动购买倾向、自信心和社交网络倾向方面存在统计学显着差异，其中“易感”细分市场的消费者更容易被说服，具有较高的自我认知水平。信心，有更多的冲动购买倾向，与其他群体相比，他们更倾向于社交网络。还发现这些细分市场在决定他们对社交媒体广告中展示的产品的购买意向的因素方面存在差异。“易感”部分消费者对社交媒体广告中展示的产品的购买意愿取决于感知相关性、被说服的难易程度、自信和社交网络倾向。另一方面，“冷静”部分消费者的购买意愿受到信息量、容易被说服和社交网络倾向的影响。最后，“不可渗透”部分消费者的购买意愿受享乐动机、感知相关性、冲动购买倾向和易被说服的影响。尽管如此，当考虑整个样本时，观察到消费者对社交媒体广告中展示的产品和服务的购买意愿受到以下因素的影响：感知相关性、绩效预期、信息量、冲动购买倾向、容易被说服和社交网络倾向。了解跨细分市场的差异可以帮助公司以令人信服、及时、有效和高效的方式设计、管理和向目标受众传达其社交媒体广告活动，从而让他们在高度波动和动态的市场中获得竞争优势。绩效预期、信息量、冲动购买倾向、容易被说服和社交网络倾向。了解跨细分市场的差异可以帮助公司以令人信服、及时、有效和高效的方式设计、管理和向目标受众传达其社交媒体广告活动，从而让他们在高度波动和动态的市场中获得竞争优势。绩效预期、信息量、冲动购买倾向、容易被说服和社交网络倾向。了解跨细分市场的差异可以帮助公司以令人信服、及时、有效和高效的方式设计、管理和向目标受众传达其社交媒体广告活动，从而让他们在高度波动和动态的市场中获得竞争优势。