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Analyzing Unstructured Data for Mark...
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Gu, Tianyu.
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Analyzing Unstructured Data for Marketing Insights.
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Analyzing Unstructured Data for Marketing Insights./
作者:
Gu, Tianyu.
出版者:
Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:
127 p.
附註:
Source: Dissertations Abstracts International, Volume: 82-01, Section: B.
Contained By:
Dissertations Abstracts International82-01B.
標題:
Marketing. -
電子資源:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27964456
ISBN:
9798617073555
Analyzing Unstructured Data for Marketing Insights.
Gu, Tianyu.
Analyzing Unstructured Data for Marketing Insights.
- Ann Arbor : ProQuest Dissertations & Theses, 2020 - 127 p.
Source: Dissertations Abstracts International, Volume: 82-01, Section: B.
Thesis (Ph.D.)--The University of Arizona, 2020.
This item must not be sold to any third party vendors.
In this dissertation, I am focused on analyzing the effects of information embedded in unstructured data on consumer decisions and firm strategies. Mining unstructured data (such as natural language and visual imagery) for insights and implications has become a key area in business research. Methodologically, I employ cutting-edge techniques in machine learning and deep learning to construct structural and sentiment measures for large-scale data and employ econometric methods to analyze their impact.The dissertation includes three projects on the effects of information that exists in different formats (text vs. image, virtual vs. reality) and on different platforms (crowdfunding, online reviews, and video games). The data techniques I employed in the analysis include convolutional neural network (CNN), long short-term memory (LSTM), gated recurrent unit (GRU), attention model, transfer learning, support vector machine (SVM), and latent Dirichlet allocation (LDA).In the first chapter, I examine the differentiation of the content of online reviews, and the strategic motivations behind the differentiation. In the second chapter, I investigate the impact of text and image in project description on the likelihood of crowdfunding success, as well as their joint effects. Finally, the third chapter investigates the impact of real-world events on consumers' likelihood of playing video games and making virtual purchases.
ISBN: 9798617073555Subjects--Topical Terms:
536353
Marketing.
Subjects--Index Terms:
Unstructured data
Analyzing Unstructured Data for Marketing Insights.
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