市场细分
人气
分割
芯(光纤)
互联网
计算机科学
过程(计算)
网络分析
营销
在线广告
市场分析
业务
数据科学
万维网
人工智能
电信
心理学
社会心理学
物理
量子力学
操作系统
标识
DOI:10.1177/14707853211059076
摘要
With the popularity of online reviews, brand managers have opportunities to segment their markets according to the reviews of their products or services by customers. Nonetheless, it has been suggested that traditional market segmentation methods are ineffective at analyzing online review data due to the complex features and large amount of this type of data; specifically, traditional methods fail to take into account the networked nature of interactive relationships among reviewers and brands across online review websites. Accordingly, this study proposes a network analysis approach for the market segmentation of online reviews. Collecting samples from Yelp via web scraping, this study demonstrates how network analysis techniques can be utilized to segment online reviewers through a four-step process. The results reveal the core and peripheral market segments, as well as the bridge segment in the core. The study contributes to offering marketing researchers and managers a new network structure analysis approach for the market segmentation of online reviews.
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