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- W79018900 abstract "In recent years, with rapid development of social networking websites, more and more travelers make their travel and accommodation decisions by referring to online comments (electronic word of mouth). It’s especially true for the customers who live in bed and breakfast. But, due to the limited marketing budget, a bed and breakfast (B&B) enterprise needs an effective and cheap to promote their products and services through internet marketing. Social media marketing could one of cheap and powerful internet advertising channels. However, most of bed and breakfast enterprises lack sufficient human resource and time to interact to the online users of social networking websites. Moreover, there are lots of social media marketing techniques, but we don’t know which one is crucial for a bed and breakfast enterprise. Therefore, this study aims to define the key factors of social media marketing, and then use decision tree to identify the important factors for increasing customers’ loyalty. A survey of social media marketing in Facebook will be provided to demonstrate the effectiveness of our utilized methods.KeywordsInternet MarketingElectronic Word of MouthDecision TreesFeature Selection" @default.
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- W79018900 date "2014-01-01" @default.
- W79018900 modified "2023-10-18" @default.
- W79018900 title "Increasing Customer Loyalty in Internet Marketing" @default.
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- W79018900 doi "https://doi.org/10.1007/978-3-319-07773-4_10" @default.
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