Analyzing User Preferences Using Facebook Fan Pages

Pin Luarn (), Hsien-Chih Kuo (), Hong-Wen Lin (), Yu-Ping Chiu () and Ya-Cing Jhan ()
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Pin Luarn: Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan, Republic of China
Hsien-Chih Kuo: School of Management, National Taiwan University of Science and Technology, Taipei, Taiwan, Republic of China
Hong-Wen Lin: Department of International Trade, Chinese Culture University, Taipei, Taiwan, Republic of China
Yu-Ping Chiu: Department of Advertising, Chinese Culture University, Taipei, Taiwan, Republic of China
Ya-Cing Jhan: Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan, Republic of China

Interfaces, 2018, vol. 48, issue 2, 166-175

Abstract: With the increasing numbers of Facebook fan-page users, finding information based on their interests has become difficult, and fan-page managers are challenged as they try to understand the needs of these users. To understand their needs and preferences and increase the effectiveness of fan-page marketing, we use two-step clustering to group 42,953 Facebook fan-page users. The results of our study show seven clusters, each with different key characteristics. We label them as lurk, informational, health and beauty, visual lady, intellectual reader, consumption and shopping, and highly active fans. One of our objectives in this paper is to help fan-page managers use our results to target users and to draft management strategies.

Keywords: behavior; social network; information (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orinte:v:48:y:2018:i:2:p:166-175

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