The Analysis of User Stickiness Migration Path – An Empirical Study of Facebook
Date Issued
2014
Date
2014
Author(s)
Lu, Chi-Heng
Abstract
Social media has greatly changed people’s life style as well as consumer behavior since the modern development of the Internet. Based on this fact, electronic word-of-mouth (EWOM) on websites plays a main role in consumers’purchasing decision as a reference resource. Therefore, a significant number of companies has started to promote their products, communicate with their customers, and develop other business service by social media.
For social media, first, due to the fact that the revenue of social media comes mainly from advertising, how to maintain the stable and attract more number of community users has become one of the most important issue. Second, in order to focus on the specific Internet community users, how to enhance the effectiveness of advertising raises another critical topic.
For the first part of the research, we use ComScore database to define Facebook user’s stickiness according to user’s website browsing behavior and apply Markov Chain and Hierarchical Bayesian Model to build individual user’s Transition Probability Matrix to predict user’s stickiness state. For the second part, 6 migration paths with highly significance of marketing are set up to analyze the relationship between transition paths and demographic variables. As a result of this research, we successfully demonstrate a useful model that can precisely estimate user stickiness state, which is able to further assess marketing strategies.
Subjects
馬可夫鏈
層級貝氏模型
社群媒體
資料庫行銷
SDGs
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-103-R01724060-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):291d2735a720cd1a04f9f7b158478fbc