Online Brand Community User Segments: A Text Mining Approach
There is a trend that customers increasingly join the online brand community. However, evidence shows that there are nuances between different user segments, and only a small group of users are active. Thus, one key concern marketers face is identifying and targeting specific segments and decreasing...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-07-01
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| Series: | Frontiers in Artificial Intelligence |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/frai.2022.900775/full |