Continuous marketing in the social business platform based on identifying consumer boring products

Abstract

In the social business platform, continuous marketing to consumers can fully explore the consumer purchasing potential. However, since consumers can be influenced by their social friends, their tastes often change, which resulting in the cold start problem of familiar users (CSPFU), and the traditional product recommendation methods are difficult to achieve satisfactory results because they focus on identifying the preferable new products instead of boring familiar products. Therefore, a consumer multi-stage compensation product evaluation model (CMCPEM) based on the multidimensional correlation of products and customers to identify the products that consumers may feel tired is proposed. Specifically, the multidimensional correlation indexes are firstly proposed to depict the preferences of the consumer for the target product to be identified, other consumers who have social contagion and structural equivalence relationships with the consumer and other consumers of homogeneous products. After the direct linear, non-linear and indirect fusion of these multidimensional correlation indexes, the compensation indexes (CIs) are proposed to comprehensively describe the first stage of product evaluation process of consumers. Then, J test in the non-nested model is used to screen out the non-nested CIs that consumers focus on. Finally, in the third stage, the final decision result is given by comprehensively considering CIs that consumers focus on and the indexes that represent consumers’ favorite. Experiment results on YELP data confirm the effectiveness of CMCPEM in successfully launching the continuous marketing campaign.