DISCOURSE ANALYSIS AND MARKET SEGMENTATION: AN ANALYSIS OF SOCIAL NETWORKS

Abstract

Market segmentation has been an essential practice in strategic marketing since the 1960s. Although the concept of dividing heterogeneous groups into homogeneous groups remains, traditional segmentation methods face challenges today due to market dynamics. This highlights the importance of understanding through Discourse Analysis how consumers communicate and interact on social networks. Interdiscourses play a crucial role in connecting individual discourses and influencing the construction of trajectories and narratives. In addition, constant innovations in market segmentation meet various demands, especially the use of artificial intelligence for more detailed analysis.