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Conference on Information Systems Management

Conference on Advanced Information Technologies for Management

ISM 2017, AITM 2017: Information Technology for Management. Ongoing Research and Development pp 83–95Cite as

Data Mining for Positive Customer Reaction to Advertising in Social Media

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 311))

Abstract

Social media has become a source of large amounts of data that is extremely useful when data are analyzed properly. Data mining is one of the known techniques to analyze data to find hidden information from a large amount of available data without having prior hypotheses. The objectives of this research were to (1) find the most important factors influencing positive reactions from customers after seeing online advertising in social media, (2) find the most important factors influencing purchasing merchandise that are advertised online, (3) identify customer clusters characteristics that have positive reaction after seeing online advertising in social media, and (4) identify customer clusters characteristics that purchase merchandise after seeing online advertising in social media. The sample size of 370 is collected by questionnaires using convenience sampling method. Data mining with cluster analysis is used to analyze data. The findings indicate the characteristics of “product conscious” and “price conscious” clusters for customer’s reaction and purchasing after seeing online advertising in social media.

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Author information

Authors and Affiliations

  1. International College, King Mongkut’s Institute of Technology Ladkrabang, Ladkrabang, Bangkok, 10520, Thailand

    Veera Boonjing

  2. Faculty of Business Administration, Rajamangala University of Technology Thanyaburi, Klong 6, Thanyaburi, 12110, Pathum Thani, Thailand

    Daranee Pimchangthong

Authors
  1. Veera Boonjing
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  2. Daranee Pimchangthong
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Corresponding author

Correspondence to Daranee Pimchangthong .

Editor information

Editors and Affiliations

  1. University of Economics in Katowice, Katowice, Poland

    Ewa Ziemba

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Boonjing, V., Pimchangthong, D. (2018). Data Mining for Positive Customer Reaction to Advertising in Social Media. In: Ziemba, E. (eds) Information Technology for Management. Ongoing Research and Development. ISM AITM 2017 2017. Lecture Notes in Business Information Processing, vol 311. Springer, Cham. https://doi.org/10.1007/978-3-319-77721-4_5

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  • DOI: https://doi.org/10.1007/978-3-319-77721-4_5

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-77720-7

  • Online ISBN: 978-3-319-77721-4

  • eBook Packages: Computer ScienceComputer Science (R0)

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