大众点评的内容营销对消费者行为影响数据集

内容营销是指：企业或商家针对受众，传递有价值、相关且连续的内容吸引住客户的行为，最终使自己盈利的营销手段。大众点评内的传播途径内容可以是图文、短视频、在线评价等。
这是剔除未有过大众点评平台购物经历、以及问卷填写时长小于20s后的源数据集

Content marketing refers to a marketing strategy where enterprises or businesses deliver valuable, relevant and consistent content to their target audiences to attract and retain customers, and ultimately achieve their own profitability. The content available for dissemination on the Dianping platform includes images and text, short videos, online reviews, and other formats. This is the original dataset after excluding users who have never made any purchases on the Dianping platform and those who completed the questionnaire in less than 20 seconds.

搜集汇总

背景与挑战

背景概述

该数据集聚焦于大众点评平台的内容营销对消费者行为的影响研究，包含一份问卷源数据，数据经过预处理，剔除了无购物经历和无效问卷响应。数据集旨在支持实证分析，探讨内容营销（如图文、短视频等形式）如何影响消费者决策，适用于商业分析和营销策略研究。