Dataset Information

A data-driven approach to reverse engineering customer engagement models: towards functional constructs.

ABSTRACT: Online consumer behavior in general and online customer engagement with brands in particular, has become a major focus of research activity fuelled by the exponential increase of interactive functions of the internet and social media platforms and applications. Current research in this area is mostly hypothesis-driven and much debate about the concept of Customer Engagement and its related constructs remains existent in the literature. In this paper, we aim to propose a novel methodology for reverse engineering a consumer behavior model for online customer engagement, based on a computational and data-driven perspective. This methodology could be generalized and prove useful for future research in the fields of consumer behaviors using questionnaire data or studies investigating other types of human behaviors. The method we propose contains five main stages; symbolic regression analysis, graph building, community detection, evaluation of results and finally, investigation of directed cycles and common feedback loops. The 'communities' of questionnaire items that emerge from our community detection method form possible 'functional constructs' inferred from data rather than assumed from literature and theory. Our results show consistent partitioning of questionnaire items into such 'functional constructs' suggesting the method proposed here could be adopted as a new data-driven way of human behavior modeling.

SUBMITTER: de Vries NJ

PROVIDER: S-EPMC4103885 | biostudies-literature | 2014

REPOSITORIES: biostudies-literature

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A data-driven approach to reverse engineering customer engagement models: towards functional constructs.

de Vries Natalie Jane NJ Carlson Jamie J Moscato Pablo P

PloS one 20140718 7

Online consumer behavior in general and online customer engagement with brands in particular, has become a major focus of research activity fuelled by the exponential increase of interactive functions of the internet and social media platforms and applications. Current research in this area is mostly hypothesis-driven and much debate about the concept of Customer Engagement and its related constructs remains existent in the literature. In this paper, we aim to propose a novel methodology for rev ...[more]

PMID: 25036766

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Project description:BackgroundPortable-devices applications (Android applications) are becoming complex software systems that must be developed quickly and continuously evolved to fit new user requirements and execution contexts. Applications must be produced rapidly and advance persistently in order to fit new client requirements and execution settings. However, catering to these imperatives may bring about poor outline decisions on design choices, known as anti-patterns, which may possibly corrupt programming quality and execution. Thus, the automatic detection of anti-patterns is a vital process that facilitates both maintenance and evolution tasks. Additionally, it guides developers to refactor their applications and consequently enhance their quality.MethodsWe proposed a general method to detect mobile applications' anti-patterns that can detect both semantic and structural design anti-patterns. The proposed method is via reverse-engineering and ontology by using a UML modeling environment, an OWL ontology-based platform and ontology-driven conceptual modeling. We present and test a new method that generates the OWL ontology of mobile applications and analyzes the relationships among object-oriented anti-patterns and offer methods to resolve the anti-patterns by detecting and treating 15 different design's semantic and structural anti-patterns that occurred in analyzing of 29 mobile applications. We choose 29 mobile applications randomly. Selecting a browser is not a criterion in this method because the proposed method is applied on a design level. We demonstrate a semantic integration method to reduce the incidence of anti-patterns using the ontology merging on mobile applications.ResultsThe proposed method detected 15 semantic and structural design anti-patterns which have appeared 1,262 times in a random sample of 29 mobile applications. The proposed method introduced a new classification of the anti-patterns divided into four groups. "The anti-patterns in the class group" is the most group that has the maximum occurrences of anti-patterns and "The anti-patterns in the operation group" is the smallest one that has the minimum occurrences of the anti-patterns which are detected by the proposed method. The results also showed the correlation between the selected tools which we used as Modelio, the Protégé platform, and the OLED editor of the OntoUML. The results showed that there was a high positive relation between Modelio and Protégé which implies that the combination between both increases the accuracy level of the detection of anti-patterns. In the evaluation and analyzing the suitable integration method, we applied the different methods on homogeneous mobile applications and found that using ontology increased the detection percentage approximately by 11.3% in addition to guaranteed consistency.

Dataset Information

A data-driven approach to reverse engineering customer engagement models: towards functional constructs.

Publications

A data-driven approach to reverse engineering customer engagement models: towards functional constructs.

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