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Journal of Industrial Engineering and Management Studies، جلد ۹، شماره ۱، صفحات ۲۸-۳۷
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عنوان انگلیسی Social media target marketing: Use of social networks data to target marketing
چکیده انگلیسی مقاله Social networks provide marketing managers and businesses with opportunity to target their customers. By understanding the demographics of users, marketing managers can offer suitable products and services. Although direct questioning can be drawn upon to solicit users’ demographics such as age, some customers due to privacy concerns do not like to reveal their personal information and, it cannot come in handy for potential customer identification. The huge amount of data social networks generate can solve this problem. Previous studies in the prediction of demographic characteristics suffer some limitations because they were mainly text based and hence, language-bound. This study investigates how some interactive data can predict users’ age. Further, it examines if classification methods can be used for age prediction. The results revealed that the number of friends, number of opposite sex friends, number of comments received, and number of photos which users share can predict users’ age. Also, a linear relationship between interactive data and users’ age was found.
کلیدواژه‌های انگلیسی مقاله social media target marketing,age identification,social network sites,interactive data and profile information
نویسندگان مقاله Monireh Hosseini |
Department of Information Technology Engineering, Industrial Engineering Faculty, K.N. Toosi University of Technology, Tehran, Iran.

Zohreh Tammimy |
Department of Information Technology Engineering, Industrial Engineering Faculty, K.N. Toosi University of Technology, Tehran, Iran.

Elnaz Galavi |
Department of Information Technology Engineering, Industrial Engineering Faculty, K.N. Toosi University of Technology, Tehran, Iran.

نشانی اینترنتی https://jiems.icms.ac.ir/article_143488_cb7077c6f73fdc5aa6c3b8436fc96f28.pdf
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