通过Instagram营销预测消费者采用奢品:一种机器学习方法
Anitha Nallasivam1, Gokula Krishnan S1, Itam Urmila Jagadeeswari2
1Department of MBA & Research Centre, Surana College, Bengaluru, Karnataka, 560060, India.
F1000Research
|November 13, 2025
概括
奢品牌可以通过关注信任和独特性等心理因素而不是仅仅是参与度指标来提高Instagram上的销售额. 这有助于建立购买意图和品牌忠诚度.
科学领域:
- 数字营销 数字营销 数字营销
- 消费者心理学 消费者心理学
- 奢品牌化是一个奢品牌.
背景情况:
- 社交媒体,尤其是Instagram,是奢品牌营销的关键道.
- 消费者与品牌的互动已经被数字平台显著重塑.
研究的目的:
- 通过Instagram调查奢品的使用情况.
- 确定在Instagram上采用奢品的心理,社会和人口预测因素.
主要方法:
- 利用了205名受访者的数据集.
- 采用多种统计技术 (多重线性回归,逻辑回归,路径分析) 和机器学习模型 (支持矢量机器,决策树).
- 进行了对定性反的情感分析.
主要成果:
- 表面层面的Instagram参与度指标对奢品的采用具有有限的预测能力.
- 品牌信任,声望,独特性和个性化推强烈影响消费者的购买意图.
- 支持矢量机模型在预测采用可能性方面实现了87%的准确性,突出了心理和社会变量的重要性.
结论:
- 心理结构和人口统计学变量在Instagram上奢品的采用中发挥着微妙的作用.
- 真实性,情感联系和心理细分对于有效的奢品数字营销至关重要.
- 调查结果为优化奢品牌的Instagram营销策略提供了可操作的见解.
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