Multifunctional Product Marketing Using Social Media Based on the Variable-Scale Clustering

• Main Authors: Xuedong Gao, Ai Wang
• Format: Article
• Language: English
• Published: Faculty of Mechanical Engineering in Slavonski Brod, Faculty of Electrical Engineering in Osijek, Faculty of Civil Engineering in Osijek 2019-01-01
• Series: Tehnički Vjesnik
• Subjects: customer satisfaction; scale transformation; short text clustering; social media mining
• Online Access: https://hrcak.srce.hr/file/316891
• ISSN: 1330-3651; 1848-6339

Customers' demands have become more dynamic and complicated owing to the functional diversity and lifecycle reduction of products which pushes enterprises to identify the real-time needs of distinct customers in a superior way. Meanwhile, social media turned as an emerging channel where customers often spontaneously can express their perceptions and thoughts about products promptly. This paper examines the customer satisfaction identification and improvement problem based on social media mining. First, we proposed the public opinion sensitivity index (POSI) to uncover target customers from extensive short-textual reviews. Subsequently, we presented a customer segmentation approach based on the sentiment analysis and the variable-scale clustering (VSC). The approach is able to get several customer clusters with the same satisfaction level where customers belonging to each cluster have similar interests. Finally, customer-centered marketing strategies and customer difference marketing campaigns are planned under the shadow of customer segmentation results. The experiments illustrate that our proposed method can support marketing decision marketing in practice that enriches the intention of the current customer relationship management.