Using Artificial Intelligence on Social Media’s User Generated Content for Disruptive Marketing Strategies in eCommerce

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...

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Main Authors: Marius GERU, Angela Eliza MICU, Alexandru CAPATINA, Adrian MICU
Format: Article
Language:English
Published: Dunarea de Jos University of Galati 2018-12-01
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
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spelling doaj-804ea86e728f4bea93b145892c09043b2020-11-24T21:19:16ZengDunarea 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
collection DOAJ
language English
format Article
sources DOAJ
author Marius GERU
Angela Eliza MICU
Alexandru CAPATINA
Adrian MICU
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
author_facet Marius GERU
Angela Eliza MICU
Alexandru CAPATINA
Adrian MICU
author_sort Marius GERU
title 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_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_sort using artificial intelligence on social media’s user generated content for disruptive marketing strategies in ecommerce
publisher Dunarea de Jos University of Galati
series Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics
issn 1584-0409
1584-0409
publishDate 2018-12-01
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
url http://www.eia.feaa.ugal.ro/images/eia/2018_3/GeruMicuCapatinaMicu.pdf
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AT angelaelizamicu usingartificialintelligenceonsocialmediasusergeneratedcontentfordisruptivemarketingstrategiesinecommerce
AT alexandrucapatina usingartificialintelligenceonsocialmediasusergeneratedcontentfordisruptivemarketingstrategiesinecommerce
AT adrianmicu usingartificialintelligenceonsocialmediasusergeneratedcontentfordisruptivemarketingstrategiesinecommerce
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