{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,11,16]],"date-time":"2025-11-16T12:26:04Z","timestamp":1763295964190,"version":"build-2065373602"},"reference-count":40,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2023,1,19]],"date-time":"2023-01-19T00:00:00Z","timestamp":1674086400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Universidad Peruana de Ciencias Aplicadas","award":["UPC-EXPOST-2022-2"],"award-info":[{"award-number":["UPC-EXPOST-2022-2"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Data"],"abstract":"<jats:p>The purpose of this study is to contribute to the literature, understanding how the micro-segmentation strategies developed by the C2C e-marketplaces influence customer satisfaction, brand loyalty, trust, and brand equity by proposing a PLS-SEM model with seven hypotheses. An online questionnaire was answered by a sample of 403 people. The results were edited, coded, transformed, and finally analysed with the software Smart- PLS 3.3.7. The results confirm that the reflective model shows good reliability and validity and that six of the seven were accepted. Furthermore, micro-segmentation mostly influences customer satisfaction, followed by brand equity and trust. On the other hand, the results confirm that, apparently, customer satisfaction does not impact brand loyalty, and micro-segmentation is the more significant construct in reaching brand loyalty in the C2C e-marketplaces. It is worth noting that this research contributes to knowledge about two issues unexplored by the academia, micro-segmentation and the C2C e-marketplaces.<\/jats:p>","DOI":"10.3390\/data8020026","type":"journal-article","created":{"date-parts":[[2023,1,19]],"date-time":"2023-01-19T07:57:38Z","timestamp":1674115058000},"page":"26","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers"],"prefix":"10.3390","volume":"8","author":[{"given":"Sandra","family":"Castillo-Sotomayor","sequence":"first","affiliation":[{"name":"Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru"}]},{"given":"Nicholas","family":"Guimet-Cornejo","sequence":"additional","affiliation":[{"name":"Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7436-9394","authenticated-orcid":false,"given":"Manuel Luis","family":"Lodeiros-Zubiria","sequence":"additional","affiliation":[{"name":"Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru"}]}],"member":"1968","published-online":{"date-parts":[[2023,1,19]]},"reference":[{"key":"ref_1","first-page":"136","article-title":"Constructing the e-commerce clustering platform and innovative business model-a case study for chinese herbal medicine industry","volume":"12","author":"Ou","year":"2014","journal-title":"Int. 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