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Title: Using Data Mining for Analyzing Experiential Marketing in Blogs
Authors: 許志堅
Chen, Fu-Mei;Li, Yan-Ze;Sheu, Jyh-Jian;Yang, Wei-Pang
Contributors: 傳播學院
Keywords: experiential marketing, Blog, data mining, Internet Marketing.
Date: 2008.10
Issue Date: 2014-07-08 17:20:44 (UTC+8)
Abstract: This paper will focus on analyzing the experiential marketing in Blogs by using data mining techniques. The analysis of this research will be based on data collected from questionnaires and the correlation analysis between the factors from five experiential marketing modules, Internet involvement degree, demographic variables and customers’ loyalty and praise. The results show that, firstly, female bloggers are more impressed by think experiential module than male bloggers, and male bloggers are more impressed by act experiential module than female bloggers. Secondly, the sense experiential module will affect the visiting willingness of bloggers. Thirdly, the sense and relate experiential module will influence the loyalty and praise of bloggers. Finally, if we emphasis the marketing factors in act and relate experiential module, it will attract more visit from bloggers with high loyalty and praise. The major contribution of this research is to outline the factors that affect the integration of experiential marketing and Blogs for Internet marketing.
Relation: Journal of Internet Technology, 9(4), 421-430
Data Type: article
Appears in Collections:[廣播電視學系] 期刊論文

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