A COMPREHENSIVE REVIEW OF PREDICTIVE MODELLING TECHNIQUES FOR PURCHASING BEHAVIOUR IN SOCIAL NETWORK ADS TARGETING
DOI:
https://doi.org/10.59367/yx62tv89Keywords:
Social network advertising, Ad targeting, Native advertising, Purchasing behavior, Predictive modelling, social media impactAbstract
In this study summarizes the evolution of social network advertising, highlighting key developments such as the rise of social media platforms, advancements in ad targeting, and the integration of native advertising. It emphasizes the importance of understanding purchasing behavior and the role of predictive modelling in optimizing ad targeting. Additionally, it outlines relevant literature covering social media's impact on communication, predictive modelling techniques, internet recommendation systems, and consumer behavior in social commerce. Finally, it provides insights into common data sources, preprocessing techniques, and predictive modelling methods, addressing challenges like data privacy compliance and imbalanced data.
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