A status property classifier of social media user's personality for customer-oriented intelligent marketing systems: Intelligent-based marketing activities

Tsung Yi Chen, Yuh Min Chen, Meng Che Tsai

Research output: Contribution to journalArticle

Abstract

Enterprises need to obtain information about not only specific customer preferences, but also, more importantly, customers' psychological characteristics that significantly influence their consumption behaviors and response to intelligent-based marketing activities. If enterprises want to implement more precise intelligent selling activities for customers, customers' personality information will serve as a highly valued reference. The automatic detection method proposed in this study is based on techniques such as text semantic mining and machine learning to conduct personality type prediction on the target by collecting and analyzing the target's social media data. In the test, 5,858 statuses were obtained, 815 of which were labeled, with 122 effective tags. In general, when n = 5, the labeling rate can reach 60-80%. The status property classifier (SPC) proposed in this study can predict the personality type (PT) of the user publishing the status set with a high degree of accuracy by conducting text semantic mining on the status set.

Original languageEnglish
Pages (from-to)25-46
Number of pages22
JournalInternational Journal on Semantic Web and Information Systems
Volume16
Issue number1
DOIs
Publication statusPublished - 2020 Jan 1

All Science Journal Classification (ASJC) codes

  • Information Systems
  • Computer Networks and Communications

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