HIGHLIGHTS
- who: Jorge Serrano-Malebran and collaborators from the Department of Administration, Universidad Catu00f3lica del Norte, Angamos, Antofagasta, Chile have published the research work: Social Media Marketing as a Segmentation Tool, in the Journal: Sustainability 2023, 15, 1151. of /2023/
- what: The aim of this study was to determine consumer segments based on the acceptance of shoppable ads from fashion brands on online social media platforms. The choice of the Facebook mobile application was due to the following reasons:. This work evaluated the discriminant validity of the model using the Fornell-Larcker and heterotrait-monotrait criterion . . .
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