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Analyzing User Preferences Using Facebook Fan Pages

Author

Listed:
  • Pin Luarn

    (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan, Republic of China)

  • Hsien-Chih Kuo

    (School of Management, National Taiwan University of Science and Technology, Taipei, Taiwan, Republic of China)

  • Hong-Wen Lin

    (Department of International Trade, Chinese Culture University, Taipei, Taiwan, Republic of China)

  • Yu-Ping Chiu

    (Department of Advertising, Chinese Culture University, Taipei, Taiwan, Republic of China)

  • Ya-Cing Jhan

    (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan, Republic of China)

Abstract

With the increasing numbers of Facebook fan-page users, finding information based on their interests has become difficult, and fan-page managers are challenged as they try to understand the needs of these users. To understand their needs and preferences and increase the effectiveness of fan-page marketing, we use two-step clustering to group 42,953 Facebook fan-page users. The results of our study show seven clusters, each with different key characteristics. We label them as lurk, informational, health and beauty, visual lady, intellectual reader, consumption and shopping, and highly active fans. One of our objectives in this paper is to help fan-page managers use our results to target users and to draft management strategies.

Suggested Citation

  • Pin Luarn & Hsien-Chih Kuo & Hong-Wen Lin & Yu-Ping Chiu & Ya-Cing Jhan, 2018. "Analyzing User Preferences Using Facebook Fan Pages," Interfaces, INFORMS, vol. 48(2), pages 166-175, April.
    • Handle: RePEc:inm:orinte:v:48:y:2018:i:2:p:166-175
    DOI: 10.1287/inte.2017.0919
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    References listed on IDEAS

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    3. Gupta, Pranjal & Harris, Judy, 2010. "How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1041-1049, September.
    4. Fortin, David R. & Dholakia, Ruby Roy, 2005. "Interactivity and vividness effects on social presence and involvement with a web-based advertisement," Journal of Business Research, Elsevier, vol. 58(3), pages 387-396, March.
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