Acquiring Marketing Knowledge from Internet Bulletin Boards

This paper proposes a method to acquire marketing knowledge from Internet bulletin boards. It aims to clarify how viewers’ interest in TV advertisements are reflected on their perceived images on the promoted products. By analyzing viewers’ interests, we can acquire various knowledge which we can use to promote products. Two kinds of time series data are generated based on the proposed method. The first one represents the time series fluctuation of the interest in the TV advertisements. The other one represents the time series fluctuation of the image perception on the products. By analysing the correlations between these two time series data, we will try to clarify the implicit relationship between the viewer’s interest in the TV advertisement and their perceived image of the promoted products. By applying the proposed method to an Internet bulletin board that deals with certain cosmetic brands, we will show how we can acquire marketing knowledge from Internet bulletin boards.

Authors and Affiliations

1. Graduate School of Business Science, University of Tsukuba, Japan

   Hiroshi Uehara & Kenichi Yoshida

Editors and Affiliations

1. Computing Department, Division of Information and Communication Sciences, Macquarie University, NSW, 2109, Sydney, Australia

   Debbie Richards

2. School of Computing ad Information Systems, University of Tasmania , Launceton, TAS 7250, Tasmania, Australia

   Byeong-Ho Kang

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