Social media and internet celebrity for social commerce intentional and behavioral recommendations

Abstract: Social media is an online media platform based on interests and creative content formed by a group of Internet users. Internet celebrities are people who become famous on the Internet, increasing their popularity by their social networking or video websites. Social commerce (s-ecommerce) is the combination of social relations and commercial transaction activities. The combination of social media and Internet celebrities is an emerging model for the development of s-ecommerce. Recommendation systems are an effective alternative to search algorithms because they help users find items that they are unlikely to find on their own. Currently, businesses have relied on cookies to collect consumer online data, especially to support advertising and collect keywords, and with this change will require businesses to find alternative ways to collect user data and information. With recent advances in information technologies, recommendation systems are gradually moving to develop intentional and behavioral recommendations. The Internet has numerous signals that goods are in demand. Therefore, the behavioral signal targeting of traditional recommendation systems differs from the intentional signal targeting for recommendations. It can be said that behavioral recommendation is a point-to-point marketing extension, where merchants find the people who want to buy a product and deliver that product. For example, behavioral recommendation occurs when a consumer clicks on a smartphone store catalog. The system shows "This person is looking for smartphones”. So, for the next two weeks, when the consumer clicks on a website, ads for smartphones will pop up. Behavioral recommendations can only provide marketing/promotion based on past behavior records. On the other hand, intentional recommendation is a mindset that seeks to understand consumers' lives and intentions; constantly collecting information about Internet users' behavior and monitoring events and information in consumers' lives, it leads consumers to explore their needs gradually, wants, and demands. Intentional recommendation depicts a person's life through the things (signals) the consumer clicks on. Based on this, it analyzes the person’s specific profile, and then further presents information that they may need (targeting). The information relates not only to commodities but also includes smartphone apps, news, social media, socializing, gaming KOL, etc., on smartphones. In these regards, this study considers that signal targeting is a method by which social media operators and internet celebrities’ platforms can understand consumers’ media tools preferences and individual lifestyles so that operators can effectively recommend social commerce to consumers. Thus, this study first implements a two-stage data mining analytics, including clustering analysis and association rules, to investigate Taiwan users (n=2,102) to investigate social media, and Internet celebrities’ preferences to find knowledge profiles/patterns/rules for s-ecommerce intentional and behavioral recommendations.

Keywords: Social media, Internet celebrity, social commerce (s-ecommerce), Data mining analytics, Intentional recommendations, Behavioral recommendations.

DOI: 10.54941/ahfe1005967

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