To answer the question which attributes define a member of the LOHAS consumer segment, we focus onanalyzing the LOHAS community on Facebook. Each member of the platform provides personal details (e.g.gender, age, degree of education), which are, depending on the member’s privacy settings, available for thepublic domain. In addition to this static profile information, users can link their profiles to other profiles andfanpages, creating friendships likes. We use this information to study the mindset and interests of the LOHAScommunity.The relationship between LOHAS fans and fanpages was chosen as the initial point for the data miningapproach. To determine what kind of likes the LOHAS users have, despite liking the LOHAS fanpage, we primarycreated
association rule learner
algorithm.After performing data mining and explorative analyses on fanpages and profile attributes, we develop astatistical model to predict the likelihood of a Facebook user to be a LOHAS fan. Since fanpages on Facebookreflect interests and user attributes beyond Facebook related topics (hobbies, interests, etc.), we assume that aFacebook based description of a typical LOHAS fan can be used to describe potential members of a more generalLOHAS community. Understanding the relationship between a user and a fanpage as a dichotomous variable (0:user doesn’t like the fanpage, 1: user likes the fanpage), we are able to develop a statistical model to predictthe likelihood of a Facebook user to be a LOHAS fan with the method of logistic regression.
Performing a manual research, we found several Facebook groups and fanpages, which are potentially relatedto LOHAS. We decided to focus on the largest explicitly LOHAS related fanpage on Facebook and all linked userprofiles. The page is called
and has 3813 profiles attached to it. In addition, we selected approximatelyas many non-LOHAS profiles randomly from Facebook to be able to perform a statistical analysis.
We analyzed the dynamics of the LOHAS community through a social network analysis approach and exploredtheir demographic attributes as well as their interests. We were able to identify major characteristics of LOHAScommunity members, which are consistent with present theories regarding their origins. We could confirmtheir strong spiritual attitude, a general interest in outdoor activities like hiking, gardening and yoga.
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