Artificial Intelligence Model of the User Patterns and Behaviors Analysis on Social Media to Become Customers in Smart Marketing

Artificial Intelligence Model of the User Patterns and Behaviors Analysis on Social Media to Become Customers in Smart Marketing
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© 2022 by IJETT Journal
Volume-70 Issue-10
Year of Publication : 2022
Authors : Sumitra Nuanmeesri, Lap Poomhiran, Wongkot Sriurai
DOI : 10.14445/22315381/IJETT-V70I10P238

How to Cite?

Sumitra Nuanmeesri, Lap Poomhiran, Wongkot Sriurai, "Artificial Intelligence Model of the User Patterns and Behaviors Analysis on Social Media to Become Customers in Smart Marketing," International Journal of Engineering Trends and Technology, vol. 70, no. 10, pp. 393-401, 2022. Crossref, https://doi.org/10.14445/22315381/IJETT-V70I10P238

Abstract
This research aims to analyze the patterns and behavior of social media users on Facebook Pages that sell products online and develop mobile applications to predict whether such users are likely to become customers. The data or actions taken by Facebook users are collected for sentiment analysis of texts and emotional analysis of emojis. Then, the feature selection technique was applied by Gain Ratio, Chi-Square, and Correlation-based Feature Selection. The developed model is based on machine learning techniques, including Decision Tree, Random Forest, Naive Bayes, Support Vector Machine, and MultiLayer Perceptron Neural Network. The result has shown that the model developed by applying the Multi-Layer Perceptron Neural Network and Correlation-based Feature Selection is the highest model performance compared to other models in this work. This model has an efficiency of 89.80% accuracy while having a Mean Absolute Error of 0.102.

Keywords
Artificial intelligence, Customer behavior, Smart marketing, Social media.

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