April 2023
Beginner
196 pages
7h 2m
English
Content preview from Social Media Analytics in Predicting Consumer Behavior
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Chapter 5 Social Media Analytics in Consumer Behavior
Dr. Parisa Alizadehfanaeloo
Faculty of Applied Sciences, Istanbul Gelişim University, Istanbul, Turkey
1. Introduction
Social media affects various aspects of daily life and could assist individuals, in differentiating their romantic, professional and, creative needs. Today, there are several social media platforms such as LinkedIn, Instagram, Pinterest, and Facebook, which are included in the daily rituals of individuals. Social media networking allows the customers to communicate with others, share knowledge, messages, and self-experiences, meet others, and e-WOM (Raab et al. 2016). Social media provides marketers with an unprecedented opportunity to collect consumer insight about their ...
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