Social Networks Marketing and Consumer Purchase Behavior: The Combination of SEM and Unsupervised Machine Learning Approaches

Social Networks Marketing and Consumer Purchase Behavior: The Combination of SEM and Unsupervised Machine Learning Approaches

The purpose of this paper is to reveal how social network marketing (SNM) can affect consumers’ purchase behavior (CPB). We used the combination of structural equation modeling (SEM) and unsupervised machine learning approaches as an innovative method. The statistical population of the study conclud...

Full description

Bibliographic Details
Main Authors: Pejman Ebrahimi, Marjan Basirat, Ali Yousefi, Md. Nekmahmud, Abbas Gholampour, Maria Fekete-Farkas
Format: Article
Language:English
Published: MDPI AG 2022-03-01
Series:Big Data and Cognitive Computing
Subjects:
social networks marketing
consumer purchase behavior
Facebook Marketplace
structural equation modeling
machine learning
unsupervised clustering algorithms
Online Access:https://www.mdpi.com/2504-2289/6/2/35

Internet

https://www.mdpi.com/2504-2289/6/2/35

Similar Items