IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v130y2018icp88-98.html
   My bibliography  Save this article

Employing a data mining approach for identification of mobile opinion leaders and their content usage patterns in large telecommunications datasets

Author

Listed:
  • Chen, Chih Ping
  • Weng, Ju-Yin
  • Yang, Chin-Sheng
  • Tseng, Fan-Mei

Abstract

Recent technological advances in communication infrastructure, especially those in the realm of mobile services, have drastically impacted how people interact socially. The more ubiquitous and convenient mobile approach has steered away users from the traditional computer-mediated systems. As the mobile trend continues, understanding usage behavior patterns of its users becomes critical to harness the power of this new technology. One particular user group, opinion leaders deemed tremendously influential on the usage behavior of other users, is the main focus of this study. Existing literature on the mobile usage pattern of opinion leaders is limited to theoretical rather than empirical studies. This research attempts to bridge the gap. Drawing from one of the largest Taiwanese telecommunications databases, we try to identify mobile opinion leaders and further cluster their mobile usage patterns by mining the actual data. This study exploits a combination of techniques, including statistics, data mining, and pattern recognition, in our data analysis. Four main characteristics and seven usage patterns of mobile opinion leaders were identified. There are two main contributions of this work. The first contribution is the application of opinion leadership theories applied in the traditional marketplace into mobile services based on a big data system; the second offers a taxonomy to logically analyze each pattern of mobile content usage behavior gathered from mining the data to provide better planning blueprint for future mobile resource consumption.

Suggested Citation

  • Chen, Chih Ping & Weng, Ju-Yin & Yang, Chin-Sheng & Tseng, Fan-Mei, 2018. "Employing a data mining approach for identification of mobile opinion leaders and their content usage patterns in large telecommunications datasets," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 88-98.
  • Handle: RePEc:eee:tefoso:v:130:y:2018:i:c:p:88-98
    DOI: 10.1016/j.techfore.2018.01.014
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162518300854
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.techfore.2018.01.014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Holt, Douglas B, 1997. "Poststructuralist Lifestyle Analysis: Conceptualizing the Social Patterning of Consumption in Postmodernity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(4), pages 326-350, March.
    2. Goldsmith, Ronald E. & Desborde, Rene, 1991. "A validity study of a measure of opinion leadership," Journal of Business Research, Elsevier, vol. 22(1), pages 11-19, January.
    3. Hirschman, Elizabeth C, 1980. "Innovativeness, Novelty Seeking, and Consumer Creativity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 283-295, December.
    4. Vernette, Éric, 2004. "Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 90-107, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Brem, Alexander & Viardot, Eric & Nylund, Petra A., 2021. "Implications of the coronavirus (COVID-19) outbreak for innovation: Which technologies will improve our lives?," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    2. Hassani, Hossein & Beneki, Christina & Silva, Emmanuel Sirimal & Vandeput, Nicolas & Madsen, Dag Øivind, 2021. "The science of statistics versus data science: What is the future?," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    3. Thangeda, Rahul & Kumar, Niraj & Majhi, Ritanjali, 2024. "A neural network-based predictive decision model for customer retention in the telecommunication sector," Technological Forecasting and Social Change, Elsevier, vol. 202(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Romero-Rodríguez, Margarita E. & Rodríguez-Donate, M. Carolina & Hernández-García, M. Carmen & Rodríguez-Brito, M. Gracia, 2020. "Influence of opinion leadership identification criteria: The purchase of smartphones," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    2. Gentina, Elodie & Butori, Raphaëlle & Heath, Timothy B., 2014. "Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership," Journal of Business Research, Elsevier, vol. 67(2), pages 83-91.
    3. Anita Gärling & John Thøgersen, 2001. "Marketing of electric vehicles," Business Strategy and the Environment, Wiley Blackwell, vol. 10(1), pages 53-65, January.
    4. Lokesh Jasrai, 2014. "Measuring Mobile Telecom Service Innovativeness Among Youth," Paradigm, , vol. 18(1), pages 103-116, June.
    5. Christina Öberg, 2016. "How Innovation Impacts Artistic Creativity — Managing Innovation In The Advertising Sector," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(04), pages 1-23, May.
    6. Borhan, Muhamad Nazri & Ibrahim, Ahmad Nazrul Hakimi & Miskeen, Manssour A. Abdulasalm, 2019. "Extending the theory of planned behaviour to predict the intention to take the new high-speed rail for intercity travel in Libya: Assessment of the influence of novelty seeking, trust and external inf," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 373-384.
    7. Ravi Mehta & Darren W. Dahl & Rui (Juliet) Zhu, 2017. "Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 536-553.
    8. Mohammadbashir Sedighi & Hamideh Parsaeiyan & Yashar Araghi, 2021. "An Empirical Study of Intention to Continue Using of Digital Ride-hailing Platforms," The Review of Socionetwork Strategies, Springer, vol. 15(2), pages 489-515, November.
    9. Christian Fuentes, 2014. "Green Materialities: Marketing and the Socio‐material Construction of Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 23(2), pages 105-116, February.
    10. Johan Jansson, 2011. "Consumer eco‐innovation adoption: assessing attitudinal factors and perceived product characteristics," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 192-210, March.
    11. Igbaria, M. & Iivari, J., 1995. "The effects of self-efficacy on computer usage," Omega, Elsevier, vol. 23(6), pages 587-605, December.
    12. Marco Guerzoni & Massimiliano Nuccio, 2014. "Music consumption at the dawn of the music industry: the rise of a cultural fad," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 38(2), pages 145-171, May.
    13. Warden, Clyde A. & Huang, Stephen Chi-Tsun & Liu, Tsung-Chi & Wu, Wann-Yih, 2008. "Global media, local metaphor: Television shopping and marketing-as-relationship in America, Japan, and Taiwan," Journal of Retailing, Elsevier, vol. 84(1), pages 119-129.
    14. Sébastien Caisse & Benoit Montreuil, 2014. "Polar Business Design," SAGE Open, , vol. 4(1), pages 21582440145, February.
    15. Lee, Kyootai & Khan, Shaji & Mirchandani, Dinesh, 2013. "Hierarchical effects of product attributes on actualized innovativeness in the context of high-tech products," Journal of Business Research, Elsevier, vol. 66(12), pages 2634-2641.
    16. Hinz, Oliver & Schulze, Christian & Takac, Carsten, 2014. "New product adoption in social networks: Why direction matters," Journal of Business Research, Elsevier, vol. 67(1), pages 2836-2844.
    17. Domina, Tanya & Lee, Seung-Eun & MacGillivray, Maureen, 2012. "Understanding factors affecting consumer intention to shop in a virtual world," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 613-620.
    18. Douglas B. Holt, 2012. "Constructing Sustainable Consumption," The ANNALS of the American Academy of Political and Social Science, , vol. 644(1), pages 236-255, November.
    19. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    20. Seon Hee Kim & Se Ran Yoo & Hyeon Mo Jeon, 2022. "The role of experiential value, novelty, and satisfaction in robot barista coffee shop in South Korea: COVID-19 crisis and beyond," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 771-790, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:130:y:2018:i:c:p:88-98. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.