Comparing Data-Driven Methods for Extracting Knowledge from User Generated Content

This study aimed to compare two techniques of business knowledge extraction for the identification of insights related to the improvement of digital marketing strategies on a sample of 15,731 tweets. The sample was extracted from user generated content (UGC) from Twitter using two methods based on knowledge extraction techniques for business. In Method 1, an algorithm to detect communities in complex networks was applied; this algorithm, in which we applied data visualization techniques for complex networks analysis, used the modularity of nodes to discover topics. In Method 2, a three-phase process was developed for knowledge extraction that included the application of a latent Dirichlet allocation (LDA) model, a sentiment analysis (SA) that works with machine learning, and a data text mining (DTM) analysis technique. Finally, we compared the results of each of the two techniques to see whether or not the results yielded by these two methods regarding the analysis of companies’ digital marketing strategies were mutually complementary.

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User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business ◽

10.4018/978-1-7998-9020-1.ch054 ◽

2021 ◽

pp. 1084-1106

Author(s):

Jemi Patel

Keyword(s):

Social Networking ◽

Social Impact ◽

Marketing Strategies ◽

User Generated Content ◽

Digital Marketing ◽

Computer Mediated ◽

Online Retailers ◽

Impact Theory ◽

Cosmetic Industry ◽

Luxury Cosmetics

Online retailers within the luxury cosmetics industry have grown in popularity due to a wider and more diverse catalogue of products. Beauty e-commerce has also seen an uplift due to the increase in blogs/vlogs and online YouTube tutorials which motivate customers to click through to brands and retailer sites through links and affiliate marketing. Given the importance of computer-mediated marketing environments, particularly the burgeoning Internet tapestry along with its various social networking platforms, it is fundamental for management to foster and understand how these emerging technologies impact on their marketing strategies. Drawing on social impact theory (SIT), this paper contends that user-generated content can provide the basis for brand managers in the cosmetic industry to re-evaluate their digital marketing strategies. The paper concludes with discussions about the value of social impact theory in the development of digital marketing strategies.

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User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry

Digital Marketing Strategies for Fashion and Luxury Brands - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-2697-1.ch011 ◽

2017 ◽

pp. 225-247

Author(s):

Jemi Patel

Keyword(s):

Social Networking ◽

Social Impact ◽

Marketing Strategies ◽

User Generated Content ◽

Digital Marketing ◽

Computer Mediated ◽

Online Retailers ◽

Impact Theory ◽

Cosmetic Industry ◽

Luxury Cosmetics

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Does SEO Matter for Startups? Identifying Insights from UGC Twitter Communities

Informatics ◽

10.3390/informatics7040047 ◽

2020 ◽

Vol 7 (4) ◽

pp. 47

Author(s):

José Ramón Saura ◽

Ana Reyes-Menendez ◽

Chris Van Nostrand

Keyword(s):

Machine Learning ◽

Data Mining ◽

Search Engine ◽

Latent Dirichlet Allocation ◽

Clustering Algorithms ◽

User Generated Content ◽

Digital Marketing ◽

Analysis Process ◽

User Communities ◽

Technique Optimization

In the present study, we analyzed User Generated Content (UGC) to measure the importance of Search Engine Optimization (SEO) for startups. For this purpose, we used several clustering algorithms to identify user communities on Twitter. The dataset contained a total of 67,126 tweets. A three-step UGC analysis process was applied to the data. First, a Latent Dirichlet allocation (LDA) was developed to divide the UGC-sample into topics. Next, a sentiment analysis (SA) with machine-learning was applied to divide the sample of topics into negative, positive, and neutral feelings. Finally, a textual analysis (TA) process with data mining techniques was used to extract indicators related to the SEO technique optimization in startups. The results helped us identify UGC communities in Twitter about SEO for startups and the main optimization indicators according to the feelings expressed in tweets. Our results also demonstrated that Black Hack SEO is not the most relevant strategy of positioning of digital marketing for startups and that, although this strategy is used by the startups, it is predominantly negatively perceived by SEO UGC communities.

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PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT ◽

10.36226/jrmb.v1i2.17 ◽

2016 ◽

Vol 1 (2) ◽

pp. 133-144

Author(s):

Nadya Nadya

Keyword(s):

Social Media ◽

Consumer Behavior ◽

Marketing Strategy ◽

Marketing Strategies ◽

Digital Marketing ◽

Social Media Marketing ◽

Digital Era ◽

Marketing Social ◽

Technological Developments ◽

Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

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Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Foodservice Brands

Journal of Business & Economic Analysis ◽

10.36924/sbe.2019.2201 ◽

2020 ◽

Vol 2 (2) ◽

pp. 166-187

Keyword(s):

Marketing Strategies ◽

Restaurant Industry ◽

Digital Marketing ◽

Customer Engagement ◽

Per Se ◽

Potential Customers ◽

Inexpensive Technique ◽

Facebook Marketing

This study analyses the transformation of marketing strategies from traditional to 'digital' and finds out the efficacy of 'Facebook' marketing for small or micro-enterprise brands; in the case of the restaurant industry. The study looks for the answers to questions such as How ‘Facebook' has changed the means of marketing in the case of small restaurant brands. Two restaurant brands were considered for the study. A qualitative case approach was adopted for the study. Major findings of the study have revealed that Facebook marketing is the direct, easiest and economical mode of communication with current and potential customers through 'Facebook page', to disseminate information regarding brand and services through 'Facebook posts', 'Comments' and 'chats'; besides, to maintain rapid feedback service to customers' queries. In addition, through 'Facebook' activities i.e., an instance of 'Likes', 'Reviews', 'Check-ins', and' Share' customers, themselves ensue as a source for promoting the brands. Nevertheless, for these small or microbrands' Facebook Marketing' per se, it is an inexpensive technique for effective marketing; additionally, it fosters mutual relationships and increases the level of customer engagement.

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Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review.

SMS Journal of Enterpreneurship & Innovation ◽

10.21844/smsjei.v5i1.15137 ◽

2018 ◽

Vol 5 (1) ◽

Author(s):

Amit Kumar Bhanja ◽

P.C Tripathy

Keyword(s):

Artificial Intelligence ◽

Internet Of Things ◽

Business Environment ◽

Marketing Strategies ◽

Point Of View ◽

Digital Marketing ◽

Customer Base ◽

Innovative Methods ◽

Online Shoppers ◽

Drastic Increase

Innovation is the key to opportunities and growth in today’s competitive and dynamic business environment. It not only nurtures but also provides companies with unique dimensions for constant reinvention of the existing way of performance which enables and facilitates them to reach out to their prospective customers more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers buying products online by the year 2026, a drastic increase from 60 million online shoppers in the year 2016. E-commerce companies are aggressively implementing innovative methods of marketing their product offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few. This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements in orders to increase their customer base and aims at determining the future scope of this area. A conceptual comparative study of Amazon and Flipkart helps to determine which marketing strategies are more appealing and beneficial for both the customers and companies point of view.

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Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Sustainability ◽

10.3390/su13126735 ◽

2021 ◽

Vol 13 (12) ◽

pp. 6735

Author(s):

Ganesh Dash ◽

Debarun Chakraborty

Keyword(s):

Customer Satisfaction ◽

Life Insurance ◽

Purchase Intention ◽

Purchase Intentions ◽

Digital Transformation ◽

Marketing Strategies ◽

Digital Marketing ◽

Five Dimensions ◽

Customer Involvement ◽

The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

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