Using predictive analytics to measure effectiveness of social media engagement : a digital measurement perspective
Heather Kennedy, Thilo Kunkel, and Daniel C. Funk
| Year of publication: |
2021
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| Authors: | Kennedy, Heather ; Kunkel, Thilo ; Funk, Daniel C. |
| Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 30.2021, 4, p. 265-277
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| Subject: | social media | analytics | machine learning | fan engagement | support vector machines | Social Web | Social web | Künstliche Intelligenz | Artificial intelligence | Mustererkennung | Pattern recognition | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Data Mining | Data mining | Messung | Measurement | Big Data | Big data |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.32731/SMQ.304.1221.02 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012816107