文章基本信息

标题：Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce
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作者：Marius GERU ; Angela Eliza MICU ; Alexandru CAPATINA 等
期刊名称：Annals of Dunărea de Jos University. Fascicle I : Economics and Applied Informatics
印刷版ISSN：1584-0409
出版年度：2018
期号：3
页码：1-7
出版社：Dunarea de Jos University of Galati
摘要：This study examines how user-generated content on social media can act as a marketing research instrument in identifying consumer behaviour. The analysis was performed on a sample of 900 Instagram images containing the hashtag #thegoodlife and labeled the digital photos using a machine learning algorithm. The results highlight the visual representation of the clusters resulted using the K-mean method and practical managerial implications.
关键词：Machine learning; social media; clustering; Instagram; digital marketing; user generated content