Shaping Interactive Marketing Communication (IMC) Through Social Media Analytics and Modelling

摘要

Social media marketing represents a dynamic field for intense research. However, existing researches have not evidently estimated the materiality of the information circulated on Social Media regarding the benefits of business entities. In this work, "Online consumer's behavior" will be analyzed using Artificial Intelligence (AI) for classificatory modelling through AISAS model by applying the family of Bayesian Classifiers. This study would help marketers in understanding key drivers of the perception towards their impact on the benefits, and enable users of such data to identify triggers that are worth monitoring and investing in.