Clustering Social Media Users Using Categorical-Valued Functional Data Analysis
使用类别值函数型数据分析聚类社交媒体用户
Social media provides more insight into consumer behavior than companies have ever had, and firms can interact with consumers on social media to increase their brand loyalty and address concerns they might have. However, it is critical for companies to evaluate whether the consumers they interact with have the potential to positively promote the firm. This can be challenging, especially when limited information is available about social media users. Our work proposes a…