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dc.rights.licensehttps://creativecommons.org/licenses/by-sa/2.5/ar/es_AR
dc.contributor.advisorCisco, Santiago
dc.contributor.authorCalviello Crusella, Chiaraes_AR
dc.date.accessioned2023-09-19T19:44:36Z
dc.date.available2023-09-19T19:44:36Z
dc.date.issued2023
dc.identifier.urihttps://repositorio.utdt.edu/handle/20.500.13098/12026
dc.description.abstractSocial media platforms represent an essential tool for both consumers and marketers. Meanwhile, luxury fashion brands play a key role in fashion, one of the most important industries of the world economy. Despite assumptions to the contrary, social media platforms and luxury fashion brands do mix, especially in the recent time. Consequently, it is worth asking whether it is possible to predict the reaction a post will generate in the audience of luxury fashion brands. This new question is the one this thesis intends to answer. To do so, the concept of reaction is defined through a novel composite index that is created and named Tweet reaction overall score (TROS), which is one of the solid and relevant contributions this thesis makes. Then, several predictive models are implemented, based on a wide range of different learning algorithms. The results show that it is indeed possible to predict the TROS that a post on Twitter will obtain in the audience of luxury fashion brands the day it is posted.es_AR
dc.format.extent119 p.es_AR
dc.format.mediumapplication/pdfes_AR
dc.languageenges_AR
dc.publisherUniversidad Torcuato Di Tellaes_AR
dc.rightsinfo:eu-repo/semantics/openAccesses_AR
dc.subjectRedes Sociales (en línea)es_AR
dc.subjectSocial Media Patformses_AR
dc.subjectComportamiento del Consumidores_AR
dc.subjectConsumer behaviores_AR
dc.titleReaction Prediction: The Case of Tweets from Luxury Fashion Brandses_AR
dc.typeinfo:eu-repo/semantics/masterThesises_AR
dc.typeinfo:ar-repo/semantics/tesis de maestríaes_AR
thesis.degree.nameMaster in Management + Analyticsen
dc.subject.personTwitteres_AR
dc.subject.keywordLuxury Fashion brandses_AR
dc.subject.keywordTweet reaction overall score (TROS)es_AR
dc.type.versioninfo:eu-repo/semantics/acceptedVersiones_AR


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