The Effects of Just-in-time Delivery on Social Engagement: A Cluster Analysis

• Tác giả: Nathan Klarer, Moisés Ramírez, Raziel Ruíz
• Ngôn ngữ: eng
• Ký hiệu phân loại: 155.92 Influence of social environment
• Thông tin xuất bản: 2022
• Bộ sưu tập: Metadata
• ID: 196261

Tóm tắt

Fooji Inc. is a social media engagement platform that has created a proprietary "Just-in-time" delivery network to provide prizes to social media marketing campaign participants in real-time. In this paper, we prove the efficacy of the "Just-in-time" delivery network through a cluster analysis that extracts and presents the underlying drivers of campaign engagement. We utilize a machine learning methodology with a principal component analysis to organize Fooji campaigns across these principal components. The arrangement of data across the principal component space allows us to expose underlying trends using a $K$-means clustering technique. The most important of these trends is the demonstration of how the "Just-in-time" delivery network improves social media engagement.