Political segmentation based on pictorial preferences on social media

demir M. Ö., Simonetti B., GÖK DEMİR Z.

Quality and Quantity, cilt.57, ss.367-381, 2023 (SCI-Expanded) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 57
  • Basım Tarihi: 2023
  • Doi Numarası: 10.1007/s11135-020-01082-7
  • Dergi Adı: Quality and Quantity
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus, International Bibliography of Social Sciences, ABI/INFORM, Index Islamicus, Political Science Complete, Psycinfo, Social services abstracts, Sociological abstracts, Worldwide Political Science Abstracts
  • Sayfa Sayıları: ss.367-381
  • Anahtar Kelimeler: Machine learning, Pictorial preferences, Political orientation, Segmentation
  • Akdeniz Üniversitesi Adresli: Evet

Özet

© 2021, The Author(s), under exclusive licence to Springer Nature B.V. part of Springer Nature.Social media platforms, which are accepted as a channel for selling, listening and receiving continuous feedback from customers, have the opportunity to expand beyond the limits of traditional mass media channels. Social media mechanisms work well if the right message is delivered to the right person, so knowing the person concerned is a prerequisite for communication. This article aims to explore the potential of photos shared, liked and commented on social media as a consumer segmentation tool. The findings of study should help understand customer segments and deliver customized products, services, and advertisements. An online survey consisting of pictures and items was conducted in Turkey. The aim was to evaluate users' pictorial preferences to identify different consumer segments. The Support Vector Machine procedure revealed the existence of two clusters. It enables them to recognize different segments, to see marketers as individuals in order to communicate with themselves and to understand world views from a variety of perspectives.