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© The Author(s) 2023. This work is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

This study identifies and recommends key cues in brand community and public behavioral data. It proposes a research framework to strengthen social monitoring and data analysis, as well as to review digital commercial brands and competition through continuous data capture and analysis. The proposed model integrates multiple technologies, analyzes unstructured data through ensemble learning, and combines social media and text exploration technologies to examine key cues in public behaviors and brand communities. The results reveal three main characteristics of the six major digital brands: notification and diversion module; interaction and diversion module; and notification, interaction, and diversion module. This study analyzes data to explore consumer focus on social media. Prompt insights on public behavior equip companies to respond quickly and improve their competitive advantage. In addition, the use of community content exploration technology combined with artificial intelligence data analysis helps grasp consumers’ information demands and discover unstructured elements hidden in the information using available Facebook resources.

Details

Title
Comparing content marketing strategies of digital brands using machine learning
Author
Chen, Yulin 1   VIAFID ORCID Logo 

 Department of Marketing and Logistics Management of National Penghu University of Science and Technolog, Penghu, Taiwan (GRID:grid.440393.9) (ISNI:0000 0004 0639 3714) 
Pages
57
Publication year
2023
Publication date
Dec 2023
Publisher
Palgrave Macmillan
e-ISSN
2662-9992
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
2776310742
Copyright
© The Author(s) 2023. This work is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.