Concepedia

Audience Segmentation

Audience Segmentation is the academic concept of categorizing a target population into distinct subgroups based on shared characteristics, behaviors, or needs, within the broader field of communication strategy, to enable more tailored and effective engagement across diverse contexts such as change, risk, nonprofit, and digital media communication.

278

Publications

14.5K

Citations

711

Authors

338

Institutions

Publications per year

2017–2026

88

Parents

Children

Publications

278

Understanding audience segmentation: From elite and mass to omnivore and univore

Richard A. Peterson · Poetics · 1992 · 1.1K citations

, , +12

The Impact of Context Collapse and Privacy on Social Network Site Disclosures

Jessica Vitak · Journal of Broadcasting & Electronic Media · 2012 · 610 citations

, , +16

Global Warming's Six Americas 2009: An Audience Segmentation Analysis

Edward Maibach · 2009 · 424 citations · Full text

, , +17

Are News Audiences Increasingly Fragmented? A Cross-National Comparative Analysis of Cross-Platform News Audience Fragmentation and Duplication

Richard Fletcher, Rasmus Kleis Nielsen · Journal of Communication · 2017 · 388 citations · Full text

, , +17

Identifying Like-Minded Audiences for Global Warming Public Engagement Campaigns: An Audience Segmentation Analysis and Tool Development

Edward Maibach, Anthony Leiserowitz, Connie Roser‐Renouf et al. · PLoS ONE · 2011 · 361 citations · Full text

, , +14

1–5 of 278

Authors

711

  1. JA
    Jisun An

    Hamad bin Khalifa University, Qatar

    5 publications · 119 citations

    5

    h-index

  2. HK
    Haewoon Kwak

    Hamad bin Khalifa University, Qatar

    5 publications · 119 citations

    5

    h-index

  3. PJ
    Peter J. Danaher

    University of Auckland, New Zealand

    4 publications · 76 citations

    4

    h-index

  4. BJ
    Bernard J. Jansen

    Pennsylvania State University, United States

    4 publications · 101 citations

    4

    h-index

  5. EM
    Edward Maibach

    George Mason University, United States

    4 publications · 1.1K citations

    4

    h-index

1–5 of 711

Institutions

338

  1. Michigan State University

    East Lansing, United States

    6 h-index

    10 publications

    255 citations

  2. Pennsylvania State University

    State College, United States

    5 h-index

    9 publications

    278 citations

  3. University of Florida

    Gainesville, United States

    4 h-index

    9 publications

    238 citations

  4. Yale University

    New Haven, United States

    4 h-index

    6 publications

    967 citations

  5. Monash University

    Melbourne, Australia

    4 h-index

    9 publications

    310 citations

  6. University of Castilla-La Mancha

    Ciudad Real, Spain

    4 h-index

    8 publications

    312 citations

  7. Hamad bin Khalifa University

    Doha, Qatar

    4 h-index

    11 publications

    307 citations

  8. University of Wisconsin–Madison

    Madison, United States

    4 h-index

    6 publications

    148 citations

1–8 of 338

Venues

  1. Journal of Marketing Research

    8 publications · 244 citations

    8

    h-index

  2. Environmental Communication

    6 publications · 392 citations

    6

    h-index

  3. Journal of Health Communication

    5 publications · 121 citations

    5

    h-index

  4. Health Communication

    5 publications · 318 citations

    5

    h-index

  5. Journal of Interactive Marketing

    JIM · 4 publications · 448 citations

    4

    h-index

1–5