https://ogma.newcastle.edu.au/vital/access/ /manager/Index en-au 5 https://ogma.newcastle.edu.au/vital/access/ /manager/Repository/uon:16801 Wed 11 Apr 2018 09:24:30 AEST ]]> https://ogma.newcastle.edu.au/vital/access/ /manager/Repository/uon:43055 k-Nearest Neighbour graph (MST-kNN). Cluster-specific consumer behaviours relating to customer engagement are predicted using symbolic regression analysis which, in a commercial setting, would provide the basis for personalized marketing strategies. Five major clusters were found in the dataset of 371 respondents who answered questions from theoretical marketing constructs related to online consumer behaviours. They are labelled as follows: 'Brand Rationalists', 'Passive Socializers', 'Immersers', 'Hedonic Sharers' and 'Active Participators'. For each of these clusters, a linear model of customer engagement was predicted using symbolic regression analysis. These models inform possible personalized marketing strategies after proper segmentation of the customers based on their online consumer behaviour, rather than simple demographic characteristics.]]> Tue 13 Sep 2022 08:35:50 AEST ]]>