Analysis of Consumer Community Structure and Characteristic Within Social Media
Analysis of Consumer Community Structure and Characteristic Within Social Media
复制标题
社交媒体消费者群体结构及特征分析
DOI：
10.1007/978-3-030-49576-3_25
复制
发表时间：
2020
期刊：
影响因子：
--
通讯作者：
K. Otake and T. Namatame
中科院分区：
文献类型：
--
作者：
S. Miyake;K. Otake and T. Namatame
近年来，社交网络服务（SNS）的普及迅速改变了世界各地的个人通信，其影响已经影响到商业领域。然后，许多公司通过使用SNS来接近他们的消费者，但是这些营销效果根据每个社区结构而完全不同。特别是，当社区集中或分散时，传播信息的成本差异很大。重要的是要执行一个营销方法，考虑到每个公司的社区结构。在本研究中，我们使用一个品牌在时尚市场上检测消费者社区结构的SNS。此外，在已形成的社群基础上，利用消费者张贴的内容，厘清各社群的特性，并提出透过SNS向消费者促销的方法。
The spread of Social Networking Services (SNSs) changes personal communication around the world rapidly in recent years and the impact has affected the business field. Then many companies approach their consumers by using SNS, but those marketing effects are completely different depending on each community structure. Especially, there is a large difference in the cost that diffuses the information transmitted when the community is concentrated or scattered. It is important to perform a marketing approach that considers the community structure of each company. In this study, we use a brand in the fashion market to detect consumer community structure on SNSs. In addition, based on the formed community, we clarify the characteristic of each community by using posted contents posted by consumers and suggest the method of promotion to consumers via SNSs.