|標題：Big data analytics for investigating Taiwan Line sticker social media marketing|
|作品名稱||Big data analytics for investigating Taiwan Line sticker social media marketing|
|著者||Shu-Hsien Liao; Szu-Yu Hsu|
|著錄名稱、卷期、頁數||Asia Pacific Journal of Marketing and Logistics 32(2), p.589-606|
|摘要||Purpose – Line sticker, a social media, it allows users to exchange multimedia files and engage in one-to-one
and one-to-many communication with text, pictures, animation and sound. The purpose of this paper is to
examine various Taiwan user experiences in the Line sticker use behaviors. Further, this research looks at
how the situations of Line sticker proprietors and their affiliates are disseminated for formulating social
media marketing (SMM) in its business model concerns.
Design/methodology/approach – This study examines the experience of various Taiwanese Line stickers
users utilizing a market survey, a total of 1,164 valid questionnaire data, and the questionnaire is divided into
five sections with 30 items in terms of the database design. All questions use nominal and order scales. This
study develops a big data analytics approach, including cluster analysis and association rules, based on a big
data structure and a relational database.
Findings – The authors divide Taiwan Line sticker users into three clusters by their profiles and then find
each group’s social media utilization and online purchase behaviors for investigating the Line sticker SMM
and business models.
Originality/value – This is the first study to offer a big data analytics to investigate and analyze the
varieties in the use of Line sticker by exploring users’ behaviors for further SMM and business model
|關鍵字||Social marketing; E-marketing; Database marketing; Media (new media)|