Social Recommendations for Facebook Brand Pages

Abstract:The objective of this research is to bridge the gap by proposing a content-based framework that is specifically designed to operate in social media environment. This study proposed a recommendation framework that integrated the features of brand pages and information on user behavior on bra...

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Autor principal:	Chiu,Yu-Ping
Lenguaje:	English
Publicado:	Universidad de Talca 2021
Materias:	Facebook Brand page Recommendation User behavior Decision tree
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000100106
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spelling	oai:scielo:S0718-187620210001001062020-07-15Social Recommendations for Facebook Brand PagesChiu,Yu-Ping Facebook Brand page Recommendation User behavior Decision tree Abstract:The objective of this research is to bridge the gap by proposing a content-based framework that is specifically designed to operate in social media environment. This study proposed a recommendation framework that integrated the features of brand pages and information on user behavior on brand pages. Data were obtained from 2,076 official brand pages in Taiwan, and a total of 500,000 interaction data were obtained and processed. Decision trees were used to classify brand pages and detect features that facilitate distinguishing among brand pages. Our method involved a simple training procedure with no restriction to a particular classifier learning algorithm and yields improved results on data sets extracted from a considerable number of Facebook brand pages. The results represented the diversity of social media user criteria in evaluating whether an activity is interesting to users. Moreover, these prevalent features indicate that brand pages distinguish themselves from others through their willingness to engage and interact with users. These findings not only enabled using brand page recommendation models for facilitating the selection of the most suitable brand page, but also useful for researchers seeking to develop a recommendation system for social media.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.16 n.1 20212021-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000100106en10.4067/S0718-18762021000100106
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Facebook Brand page Recommendation User behavior Decision tree
spellingShingle	Facebook Brand page Recommendation User behavior Decision tree Chiu,Yu-Ping Social Recommendations for Facebook Brand Pages
description	Abstract:The objective of this research is to bridge the gap by proposing a content-based framework that is specifically designed to operate in social media environment. This study proposed a recommendation framework that integrated the features of brand pages and information on user behavior on brand pages. Data were obtained from 2,076 official brand pages in Taiwan, and a total of 500,000 interaction data were obtained and processed. Decision trees were used to classify brand pages and detect features that facilitate distinguishing among brand pages. Our method involved a simple training procedure with no restriction to a particular classifier learning algorithm and yields improved results on data sets extracted from a considerable number of Facebook brand pages. The results represented the diversity of social media user criteria in evaluating whether an activity is interesting to users. Moreover, these prevalent features indicate that brand pages distinguish themselves from others through their willingness to engage and interact with users. These findings not only enabled using brand page recommendation models for facilitating the selection of the most suitable brand page, but also useful for researchers seeking to develop a recommendation system for social media.
author	Chiu,Yu-Ping
author_facet	Chiu,Yu-Ping
author_sort	Chiu,Yu-Ping
title	Social Recommendations for Facebook Brand Pages
title_short	Social Recommendations for Facebook Brand Pages
title_full	Social Recommendations for Facebook Brand Pages
title_fullStr	Social Recommendations for Facebook Brand Pages
title_full_unstemmed	Social Recommendations for Facebook Brand Pages
title_sort	social recommendations for facebook brand pages
publisher	Universidad de Talca
publishDate	2021
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000100106
work_keys_str_mv	AT chiuyuping socialrecommendationsforfacebookbrandpages
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Social Recommendations for Facebook Brand Pages

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