Info-active and info-passive: The new type of consumer classification

Gligorijevic, Barbara (2014) Info-active and info-passive: The new type of consumer classification. In Rundle-Thiele, S., Kubacki, K., & Arli, D. (Eds.) Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference (ANZMAC): Agents of Change, ANZMAC, Brisbane, Australia.


Social media platforms, that foster user generated content, have altered the ways consumers search for product related information. Conducting online searches, reading product reviews, and comparing products ratings, is becoming a more common information seeking pathway. This research demonstrates that info-active consumers are becoming less reliant on information provided by retailers or manufacturers, hence marketing generated online content may have a reduced impact on their purchasing behaviour. The results of this study indicate that beyond traditional methods of segmenting consumers, in the online context, new classifications such as info-active and info-passive would be beneficial in digital marketing. This cross-sectional, mixed-methods study is based on 43 in-depth interviews and an online survey with 500 consumers from 30 countries.

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ID Code: 86767
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Digital marketing, Social media, Consumer segmentation, Consumer behaviour, Electronic word-of-mouth, Information searching style, User generated content, Marketing generated content, Purchasing decision-making
ISSN: 1447-3275
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2014 [please consult the author]
Deposited On: 24 Aug 2015 22:42
Last Modified: 29 Aug 2015 17:35

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