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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/122202


    Title: A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands
    Authors: Chen, Yulin
    Keywords: fashion brands;luxury brands;masstige;key image cues;social media mining;ensemble earning
    Date: 2021-03-31
    Issue Date: 2022-02-23 12:12:35 (UTC+8)
    Abstract: This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.
    Relation: Information 12(4), 149
    DOI: 10.3390/info12040149
    Appears in Collections:[大眾傳播學系暨研究所] 期刊論文

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