Analyzing user preferences using Facebook fan pages

Pin Luarn, Hsien Chih Kuo, Hong Wen Lin, Yu Ping Chiu, Ya Cing Jhan

研究成果: 雜誌貢獻編者言同行評審

2 引文 斯高帕斯(Scopus)

摘要

With the increasing numbers of Facebook fan-page users, finding information based on their interests has become di cult, and fan-page managers are challenged as they try to understand the needs of these users. To understand their needs and preferences and increase the e ectiveness of fan-page marketing, we use two-step clustering to group 42,953 Facebook fan-page users. The results of our study show seven clusters, each with di erent key characteristics. We label them as lurk, informational, health and beauty, visual lady, intellectual reader, consumption and shopping, and highly active fans. One of our objectives in this paper is to help fan-page managers use our results to target users and to draft management strategies.

原文英語
頁(從 - 到)166-175
頁數10
期刊Interfaces
48
發行號2
DOIs
出版狀態已發佈 - 2018 三月 1
對外發佈

ASJC Scopus subject areas

  • 策略與管理
  • 管理科學與經營研究
  • 技術與創新管理

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