@inproceedings{b931389368e34349b4d073250d0e57e9,
title = "Consideration of the loyal customer sub-communities in a consumer community through analysis of social networking services: A case study of a fashion brand",
abstract = "Widespread popularization of social networking services (SNSs) promoted, many studies about marketing activities using SNSs. But, there are a few studies focused on tendencies of consumer communities on SNSs. In this paper, we focus on a fashion brand and “Instagram”. And we study about tendencies of consumer communities on SNSs to present necessary information for users effectively. From the results of our analysis, we found that there was a community which was formed of users who had high degree of loyalty in “Fashion Brand A”. Moreover, as the result of analysis of user behavior, the presence of loyal customers in the community was confirmed.",
keywords = "Consumer community, Instagram, Marketing, Network analysis, Social networks",
author = "Kohei Otake and Tomofumi Uetake and Akito Sakurai",
year = "2016",
doi = "10.1007/978-3-319-40542-1_13",
language = "English",
isbn = "9783319405414",
volume = "618",
series = "Communications in Computer and Information Science",
publisher = "Springer Verlag",
pages = "77--81",
booktitle = "HCI International 2016 – Posters{\textquoteright} Extended Abstracts - 18th International Conference, HCI International 2016, Proceedings",
address = "Germany",
note = "18th International Conference on Posters{\textquoteright} Extended Abstracts, HCI International 2016 ; Conference date: 17-07-2016 Through 22-07-2016",
}