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...

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Bibliographic Details
Main Authors: Basirat, M. (Author), Ebrahimi, P. (Author), Fekete‐farkas, M. (Author), Gholampour, A. (Author), Nekmahmud, M. (Author), Yousefi, A. (Author)
Format: Article
Language:English
Published: MDPI 2022
Subjects:
consumer purchase behavior
Facebook Marketplace
machine learning
social networks marketing
structural equation modeling
unsupervised clustering algorithms
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