Analysis of Consumer Community Structure and Characteristic Within Social Media

摘要

The spread of Social Networking Services (SNSs) changes personal communication around the world rapidly in recent years and the impact has affected the business field. Then many companies approach their consumers by using SNS, but those marketing effects are completely different depending on each community structure. Especially, there is a large difference in the cost that diffuses the information transmitted when the community is concentrated or scattered. It is important to perform a marketing approach that considers the community structure of each company. In this study, we use a brand in the fashion market to detect consumer community structure on SNSs. In addition, based on the formed community, we clarify the characteristic of each community by using posted contents posted by consumers and suggest the method of promotion to consumers via SNSs.