Description of segmentation types on e-commerce platforms in cities in Colombia and Israel
DOI:
https://doi.org/10.70335/sapiendus.1.1.10Keywords:
Advertising, e-commerce, mass media, marketingAbstract
- i) Introduction: Digital advertising has evolved with the rise of Industry 5.0, reshaping promotional strategies and transforming consumer perception on e-commerce platforms. ii) Objective: This study aimed to analyze how emerging technologies and retargeting influence market segmentation among users of digital platforms in Barranquilla (Colombia) and Tel Aviv (Israel). iii) Methodology: A descriptive methodology within the post-positivist paradigm was employed, using dichotomous surveys applied to 53 digital consumers. The instrument’s reliability was tested using the KR-20 index, which yielded a moderate reliability score of 0.51. iv) Results: The results indicate a strong presence of strategies such as geographic segmentation (4.15), retargeting (4.38), and behavioral segmentation (3.77), while psychographic segmentation was moderately used (2.55). v) Conclusions: The study concludes that the strategic use of retargeting and segmentation enables brands to achieve greater impact on consumer experience. Furthermore, the research points to a shift toward advertising formats powered by artificial intelligence and immersive technologies. These changes present new ethical and social challenges for the industry, outlining a path toward more responsible and effective advertising in today’s digital ecosystem.
Downloads
References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Melbourne: Pearson Australia Group.
Borg, K., Lindsay, J., & Curtis, J. (2021). Targeted change: Using behavioral segmentation to identify and understand plastic consumers and how they respond to media communications. Environmental Communication, 15(8), 1109-1126. https://doi.org/10.1080/17524032.2021.1956558
Brotspies, H., & Weinstein, A. (2019). Rethinking business segmentation: a conceptual model and strategic insights. Journal of strategic marketing, 27(2), 164-176. https://doi.org/10.1080/0965254X.2017.1384750
Davidson, D. (1991). Three varieties of knowledge. Royal Institute of Philosophy Supplements, 30, 153-166. https://doi.org/10.1017/S1358246100007748
Desimpelaere, L., Hudders, L., & Van de Sompel, D. (2022). Children’s hobbies as persuasive strategies: the role of literacy training in children’s responses to personalized ads. Journal of Advertising, 1-16. https://doi.org/10.1080/00913367.2022.2102554
Ferreira-Barbosa, H., García-Fernández, J., & Cepeda-Carrión, G. (2023). The Mediating Role of e-Lifestyles to Use the Fitness Center App. International Journal of Human–Computer Interaction, 1-10. https://doi.org/10.1080/10447318.2023.2204273
Griva, A., Zampou, E., Stavrou, V., Papakiriakopoulos, D., & Doukidis, G. (2023). A two-stage business analytics approach to perform behavioural and geographic customer segmentation using e-commerce delivery data. Journal of Decision Systems, 1-29. https://doi.org/10.1080/12460125.2022.2151071
Hayes, J. L., Holiday, S., & Park, H. (2022). Corporate social responsibility & the advertising strategic planning process: a literature review & research agenda. International Journal of Advertising, 41(2), 210-232. https://doi.org/10.1080/02650487.2022.2038432
Helmold, M. (2022). Market Segmentation, Targeting, Differentiation and Positioning. In Helmold, M. (2022), Performance Excellence in Marketing, Sales and Pricing: Leveraging Change, Lean and Innovation Management (pp. 105-116). Cham: Springer International Publishing.
Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141-144. https://doi.org/10.1080/15252019.2021.2001273
Lang, V. (2021). Digitalization and digital transformation. En V. Lang, Digital fluency: Understanding the basics of artificial intelligence, blockchain technology, quantum computing, and their applications for digital transformation (pp. 1-50). Editorial.
Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341. https://doi.org/10.1080/02650487.2019.1642015
Li, H. (2019). Special section introduction: Artificial intelligence and advertising. Journal of advertising, 48(4), 333-337. https://doi.org/10.1080/00913367.2019.1654947
Liu, H., Huang, Y., Wang, Z., Liu, K., Hu, X., & Wang, W. (2019). Personality or value: A comparative study of psychographic segmentation based on an online review enhanced recommender system. Applied Sciences, 9(10), 1992. https://doi.org/10.3390/app9101992
Mark, T., Dhar, T., Verhoef, P. C., & Lemon, K. N. (2023). How is retargeting related to purchase incidence, channel choice, and purchase quantity?. Marketing Letters, 1-14. https://doi.org/10.1007/s11002-023-09693-4
Molina, R. I. R., Ruiz, M. J. S., Castro, L. C. M., Raby, N. D. L., Hinojoza-Montañez, S., & Samper, M. G. (2024). Bibliometric behavior of big data and digital marketing as real-time multimedia. Procedia Computer Science, 241, 526-532.
Permanasari, K. I., Sarosa, M., Moentamaria, D., & Zuhri, F. M. A. (2022). The influence of marketing mix and demographic segmentation on customer satisfaction. En Annual Management, Business and Economics Conference (Vol. 1, No. 1, pp. 144-149).
Preston, C. (2005). Advertising to children and social responsibility. Young Consumers, 6(4), 61-67. https://doi.org/10.1108/17473610510701322
Rathore, B. (2023). Digital Transformation 4.0: Integration of Artificial Intelligence & Metaverse in Marketing. Eduzone: International Peer Reviewed/Refereed Multidisciplinary Journal, 12(1), 42-48. https://www.eduzonejournal.com/index.php/eiprmj/article/view/248
Ruíz, M. J. S., Barragán, B. P., & Hinojoza-Montañez, S. D. (2023). Advertising targeting trends: Retargeting and new technologies user perception of e-commerce platforms in Colombian and Israeli cities. NovaRua, 15(27).
Ruiz, M. J. S., Samper, M. A. G., Forero, M. P., Lara, P. C., Morales, C. B., & Carpio, D. S. (2025). Customer segmentation analysis with big data in health services companies in Colombia: case study. Procedia Computer Science, 257, 1134-1139.
Ruiz, M. J. S., Arrieta, A. A. M., & Hinojoza-Montañez, S. D. (2024). Innovation in the Customer Service Process Through a Virtual Assistant for Website Users: A Case Study in Colombia. InGente Americana, 4(4).
Ruiz, M. J. S., Calderón, C. E. J., Venecia, A. R. O., Santodomingo, A. A., & Forero, M. P. (2025). Bibliometric behavior of artificial intelligence and digital marketing sustainability. Procedia Computer Science, 257, 1047-1052.
Sayoh, M. M. R. (2023), Utilizing Artificial Intelligence in Digital Out-of-Home Advertising. International Design Journal, 13 (4), 417-425. https://dx.doi.org/10.21608/idj.2023.305380
Stidsen, B. (1975). Market segmentation, advertising and the concept of communication systems. Journal of the Academy of Marketing Science, 3, 69-84. https://doi.org/10.1007/BF02729959
Subawa, N. S., Widhiasthini, N. W., Astawa, I. P., Dwiatmadja, C., & Permatasari, N. P. I. (2021). The practices of virtual reality marketing in the tourism sector, a case study of Bali, Indonesia. Current Issues in Tourism, 24(23), 3284-3295. https://doi.org/10.1080/13683500.2020.1870940
Sung, E. C. (2021). The effects of augmented reality mobile app advertising: Viral marketing via shared social experience. Journal of Business Research, 122, 75-87. https://doi.org/10.1016/j.jbusres.2020.08.034
Zatonatska,T.,Dluhopolskyi,O.,Artyukh,T. & Tymchenko,K.(2022).Forecasting the Behavior of Target Segments to Activate Advertising Tools: Case of Mobile Operator Vodafone Ukraine. ECONOMICS,10(1) 87-104. https://doi.org/10.2478/eoik-2022-0005
Zierau, N., Hildebrand, C., Bergner, A., Busquet, F., Schmitt, A., & Marco Leimeister, J. (2023). Voice bots on the frontline: Voice-based interfaces enhance flow-like consumer experiences & boost service outcomes. Journal of the Academy of Marketing Science, 51, 823-842. https://doi.org/10.1007/s11747-022-00868-
Additional Files
Published
Issue
Section
License
Copyright (c) 2025 Sapiendus
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The author or authors of an article accepted for publication in the Journal Pensamiento Americano will transfer all of the patrimonial rights to the American University Corporation free of charge, within which are included: the right to edit, publish, reproduce and distribute both print media as digital, in addition to include in article in international indexes and / or databases, likewise, the Editorial Seal is authorized to use the images, tables and / or any graphic material presented in the article for the design of covers or posters from the same magazine. By assuming the patrimonial rights of the article, it may not be partially or totally reproduced in any printed or digital media without its express permission.
AUTHORITY ASPECTS
For the Pensamiento Americano Journal, all the authors of an article have made substantial contributions to the research and the manuscript, and they share the responsibility when the article presents errors, fraud in some way or violations of copyright.
After submitting an article, the journal does not accept the addition, deletion or change in the order of the authors, in addition we reserve the right to release the article when it has been submitted to the journal and under no circumstances will American Thought accept the article. withdrawal of an article during any phase of the editorial process
