DC FieldValueLanguage
dc.contributor.authorGkikas, Dimitrios-
dc.contributor.authorTheodoridis, Theodoros-
dc.contributor.authorTheodoridis, Prokopis-
dc.contributor.authorKavoura, Androniki-
dc.date.accessioned2025-01-08T09:40:49Z-
dc.date.available2025-01-08T09:40:49Z-
dc.date.issued2020-05-
dc.identifiergoogle_scholar-ehunZ3gAAAAJ:yD5IFk8b50cC-
dc.identifier.otherehunZ3gAAAAJ:yD5IFk8b50cC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2938-
dc.description.abstractOur research focuses in justifying the performance of different types of social media posts extracted from real posts in fashion and cosmetics Facebook business pages after a live video was 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 engagement metrics for different timeframes. 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 several status 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.en_US
dc.language.isoenen_US
dc.relation.ispartofProceedings of the 49th Annual European Marketing Academy Conference (EMAC)en_US
dc.sourceProceedings of the 49th Annual European Marketing Academy Conference (EMAC), 2020-
dc.subjectConsumer behavioren_US
dc.subjectFacebook metricsen_US
dc.subjectDecision treesen_US
dc.titleOnline consumer behaviour in social media post types: a data mining approachen_US
dc.typeConference Paperen_US
dc.relation.conference49th Annual European Marketing Academy Conference (EMAC), 26-29 May 2020, Budapesten_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.linkhttp://proceedings.emac-online.org/pdfs/A2020-63455.pdfen_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusnot verifieden_US
item.grantfulltextnone-
item.cerifentitytypePublications-
item.fulltextNo Fulltext-
item.openairetypeConference Paper-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.languageiso639-1en-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
Appears in Collections:Conference Papers or Poster or Presentation / Δημοσιεύσεις σε Συνέδρια
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