Leveraging a luxury fashion brand through social media
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/16948 |
Resumo: | This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts published in the luxury brand's different social networks between 2015 and 2016. Fifteen features related with the brand's social networks, product characteristics and visibility in external media were prepared and used to feed a support vector machine model which achieved an adequate performance (mean absolute percentage error of 27%). A sensitivity analysis was applied to reveal how each of the fifteen features influenced the Instagram likes. The findings unveiled interactions on the remaining networks hold an influence on Instagram likes, particularly Facebook, with the number of video views, the positive emoticons, and the number of comments and shares explaining around 40% of the model. |
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Leveraging a luxury fashion brand through social mediaBrand imageData miningLuxury marketingSocial mediaSocial networksThis research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts published in the luxury brand's different social networks between 2015 and 2016. Fifteen features related with the brand's social networks, product characteristics and visibility in external media were prepared and used to feed a support vector machine model which achieved an adequate performance (mean absolute percentage error of 27%). A sensitivity analysis was applied to reveal how each of the fifteen features influenced the Instagram likes. The findings unveiled interactions on the remaining networks hold an influence on Instagram likes, particularly Facebook, with the number of video views, the positive emoticons, and the number of comments and shares explaining around 40% of the model.Elsevier2018-12-13T09:36:07Z2019-01-01T00:00:00Z20192019-02-04T10:32:44Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/16948eng2444-883410.1016/j.iedeen.2018.10.002Romão, M. T.Moro, S.Rita, P.Ramos, P.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:28:27Zoai:repositorio.iscte-iul.pt:10071/16948Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:12:45.406056Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Leveraging a luxury fashion brand through social media |
title |
Leveraging a luxury fashion brand through social media |
spellingShingle |
Leveraging a luxury fashion brand through social media Romão, M. T. Brand image Data mining Luxury marketing Social media Social networks |
title_short |
Leveraging a luxury fashion brand through social media |
title_full |
Leveraging a luxury fashion brand through social media |
title_fullStr |
Leveraging a luxury fashion brand through social media |
title_full_unstemmed |
Leveraging a luxury fashion brand through social media |
title_sort |
Leveraging a luxury fashion brand through social media |
author |
Romão, M. T. |
author_facet |
Romão, M. T. Moro, S. Rita, P. Ramos, P. |
author_role |
author |
author2 |
Moro, S. Rita, P. Ramos, P. |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Romão, M. T. Moro, S. Rita, P. Ramos, P. |
dc.subject.por.fl_str_mv |
Brand image Data mining Luxury marketing Social media Social networks |
topic |
Brand image Data mining Luxury marketing Social media Social networks |
description |
This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts published in the luxury brand's different social networks between 2015 and 2016. Fifteen features related with the brand's social networks, product characteristics and visibility in external media were prepared and used to feed a support vector machine model which achieved an adequate performance (mean absolute percentage error of 27%). A sensitivity analysis was applied to reveal how each of the fifteen features influenced the Instagram likes. The findings unveiled interactions on the remaining networks hold an influence on Instagram likes, particularly Facebook, with the number of video views, the positive emoticons, and the number of comments and shares explaining around 40% of the model. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-12-13T09:36:07Z 2019-01-01T00:00:00Z 2019 2019-02-04T10:32:44Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/16948 |
url |
http://hdl.handle.net/10071/16948 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2444-8834 10.1016/j.iedeen.2018.10.002 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Elsevier |
publisher.none.fl_str_mv |
Elsevier |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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