TY - JOUR
T1 - Using unsupervised machine learning to determine social networking user groups
AU - Peslak, Alan
AU - Ceccucci, Wendy
AU - Hunsinger, Scott
N1 - Publisher Copyright:
© 2022 Authors. All rights reserved.
PY - 2022
Y1 - 2022
N2 - The growth of social media and networking has been exponential. From its humble beginnings in 1995 with Classmates.com through the founding of Friendster in 2002, LinkedIn and MySpace in 2003 and Facebook in 2004, social networking has grown to a worldwide phenomenon with nearly 2.89 billion worldwide active users of Facebook alone (Statista, 2022). The number of major social media sites has also grown, though the top active sites in the United States represent most of the social media activity. We examine a 2019 Pew Internet dataset via Unsupervised Machine Learning with the goal of finding Social Networking User Groups. Usage of the top social media websites is combined with relevant demographic and sociographic data to develop three specific clusters of users of social media in the US. Implications for marketers, researchers and society are discussed.
AB - The growth of social media and networking has been exponential. From its humble beginnings in 1995 with Classmates.com through the founding of Friendster in 2002, LinkedIn and MySpace in 2003 and Facebook in 2004, social networking has grown to a worldwide phenomenon with nearly 2.89 billion worldwide active users of Facebook alone (Statista, 2022). The number of major social media sites has also grown, though the top active sites in the United States represent most of the social media activity. We examine a 2019 Pew Internet dataset via Unsupervised Machine Learning with the goal of finding Social Networking User Groups. Usage of the top social media websites is combined with relevant demographic and sociographic data to develop three specific clusters of users of social media in the US. Implications for marketers, researchers and society are discussed.
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U2 - 10.48009/2_iis_2022_118
DO - 10.48009/2_iis_2022_118
M3 - Article
AN - SCOPUS:85159366394
SN - 1529-7314
VL - 23
SP - 215
EP - 230
JO - Issues in Information Systems
JF - Issues in Information Systems
IS - 2
ER -