Online Consumer Behaviour in Social Media Post Types: A Data Mining Approach [article]

Dimitris C Gkikas, Prokopis K Theodoridis, Niki Kavoura
Our research focuses in justifying the performance of different types of social media postsextracted from real posts in fashion and cosmetics Facebook business pages after a live videowas introduced as a new posting type. The data we used include posts of a different nature like video, photos, statuses, and links. User engagement metrics consist of comments, shares, and reactions. The dataset is analysed through a study of the averages of the different engagementmetrics for different time
more » ... . We applied machine learning and data mining classification techniques on benchmarked dataset using the WEKA platform to highlight a variety of reactions on different status posts. Finally, we present the classified posts performances upon severalstatus posts and users' reactions. We hope that our research will reveal to decision makers, marketers and managers valuable information incorporating new social media strategy for leveraging their fashion businesses.
doi:10.6084/m9.figshare.17767100.v1 fatcat:v34hgl3lxjdthn27qsaees2arq