The Study of Data Mining Approach Implements on Instagram Business Model
| Autor: | Chieh-Ju Cheng, 鄭婕如 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Instagram has become a very popular social media, especially among the young generation. With rapid growth of active users each month, there is over 800 million Instagrammers today. Instagram conveys simple photo-sharing concept, and it is also well known for successive innovations redefining the social media landscape. Researchers have been giving attention to this mobile-oriented application since Facebook’s acquisition in 2012. This study examines user experiences to understand users’ behavior, including their interaction with other users. This study also reaches our final goal to suggest new services and functions that cater to users with different characteristics and consuming habits, delivering valuable business models. By structured collection of database from 1,954 respondents, we first apply K-means clustering to group Instagram users into (1) commuter students, (2) pink-collar workers, and (3) comparison shoppers; association analysis is then implemented to generate association rules that explain the relationship among three patterns. Finally, study results inform managers importance of gaining users attention and reveal the possibility for shopping activity on Instagram in the managerial implication section. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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