A machine learning-based approach to enhancing social media marketing

Social media (SM) represent beneficial channels for marketers, business promoters and consumers. To acquire continuous revenues and more active customers, key business players should understand the behaviour and purchase preferences of buyers. To predict the buying decisions of purchasers, data about purchase intentions and desires have to be extracted with the help of data mining techniques. The purpose of this paper is to examine social media data analytics using machine learning tools; this new approach for developing a social media marketing strategy employs the Waikato Environment for Knowledge Analysis (WEKA). WEKA is compared with other algorithms of interest and found to outperform its peers, especially with regard to parameters such as precision, recall, and F-measure, indicating that WEKA performs better than other approaches. (C) 2020 Elsevier Ltd. All rights reserved.