Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce
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 alg...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Dunarea de Jos University of Galati
2018-12-01
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| Series: | Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics |
| Online Access: | http://www.eia.feaa.ugal.ro/images/eia/2018_3/GeruMicuCapatinaMicu.pdf |
| _version_ | 1818263974970392576 |
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| author | Marius GERU Angela Eliza MICU Alexandru CAPATINA Adrian MICU |
| author_facet | Marius GERU Angela Eliza MICU Alexandru CAPATINA Adrian MICU |
| author_sort | Marius GERU |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-12-12T19:27:33Z |
| format | Article |
| id | doaj.art-804ea86e728f4bea93b145892c09043b |
| institution | Directory Open Access Journal |
| issn | 1584-0409 1584-0409 |
| language | English |
| last_indexed | 2024-12-12T19:27:33Z |
| publishDate | 2018-12-01 |
| publisher | Dunarea de Jos University of Galati |
| record_format | Article |
| series | Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics |
| spelling | doaj.art-804ea86e728f4bea93b145892c09043b2022-12-22T00:14:28ZengDunarea de Jos University of GalatiAnnals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics1584-04091584-04092018-12-0124351110.26397/eai1584040911Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerceMarius GERU0Angela Eliza MICU1Alexandru CAPATINA 2Adrian MICU3Dunarea de Jos University of Galati, RomaniaOvidius University of Constanta, RomaniaDunarea de Jos University of Galati, RomaniaDunarea de Jos University of Galati, RomaniaThis 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 implicationshttp://www.eia.feaa.ugal.ro/images/eia/2018_3/GeruMicuCapatinaMicu.pdf |
| spellingShingle | Marius GERU Angela Eliza MICU Alexandru CAPATINA Adrian MICU Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics |
| title | Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce |
| title_full | Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce |
| title_fullStr | Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce |
| title_full_unstemmed | Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce |
| title_short | Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce |
| title_sort | using artificial intelligence on social media s user generated content for disruptive marketing strategies in ecommerce |
| url | http://www.eia.feaa.ugal.ro/images/eia/2018_3/GeruMicuCapatinaMicu.pdf |
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