A Picture Is Worth a Thousand Words: Segmenting Consumers by Facebook Profile Images

•We present a methodology for the visual segmentation of Facebook users.•We identify visual cues relevant to virtual impression management.•We segment 500 randomly selected Facebook users based on their photos.•We identify five user types: Aloof, Affectionate, Go-getter, Sociable, and Cryptic.•We relate these types to demographics, brand engagement, Facebook usage, and motivations.

Conventional segmentation efforts usually focus on verbal or behavioral data while ignoring visual cues, which play a significant role in impression management. Drawing on theoretical work regarding motivations for impression management (need to belong and need for self-promotion), we propose that Facebook users differ from each other in the composition of visual elements they portray in their Facebook profile photos (PPs), and thus can be segmented based on this composition. In this exploratory study we present a methodological proof of concept for the visual segmentation of Facebook users. Using a randomly selected international sample of 500 Facebook accounts, we analyze data implicit in PPs and identify visual cues relevant to virtual impression management. Using these cues we segment users into types, and relate the types to demographics, Facebook usage, and brand engagement as reflected in the Facebook profile. At the theoretical level, the findings suggest that the current accepted motivations for Facebook impression management (need to belong and need for self-promotion) should be expanded to include a third motivation, need for self-expression. At the practical level, the findings demonstrate the utility of visual segmentation, which can later be implemented using computerized systems.

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