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

Marius Geru, Angela Eliza Micu, Alexandru Capatina and Adrian Micu
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Marius Geru: Dunarea de Jos University of Galati, Romania
Angela Eliza Micu: Ovidius University of Constanta, Romania
Alexandru Capatina: Dunarea de Jos University of Galati, Romania
Adrian Micu: Dunarea de Jos University of Galati, Romania

Economics and Applied Informatics, 2018, issue 3, 5-11

Keywords: Machine learning; social media; clustering; Instagram; digital marketing; user generated content (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2018:i:3:p:5-11

DOI: 10.26397/eai1584040911

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