Data mining for customers' positive reaction to advertising in social media

The paper aims at 1) finding the most important factors influencing positive customer reactions and purchasing merchandises after seeing online social media advertising and 2) identifying characteristics of customer clusters having positive reaction, as well as of purchasing customer clusters, after seeing online social media advertising. Data from 370 respondents are collected by questionnaires using convenience sampling method. Attribute selection and clustering techniques are employed in data analysis to find important factors and identify customer clusters, respectively. It is found that there is a strong correlation between the reason for clicking advertisement on social media and the satisfaction with merchandise, and between purchasing merchandise online and saving information for further consideration. The findings also indicate the characteristics of “Product conscious” and “Price Conscious” clusters for customer's reaction and purchasing after seeing online social media advertising.