A Machine Learning Approach to Consumer Behavior Analysis in Social Media-Influenced E-Book Markets
- Title
- A Machine Learning Approach to Consumer Behavior Analysis in Social Media-Influenced E-Book Markets
- Creator
- Tripathi, Sachin; Tiwari, Akhilesh; Upreti, Kamal; Radhakrishnan, G.V.
- Description
- Social media has emerged as a dominant marketing channel, significantly influencing consumer purchase decisions. Despite extensive global research, little is known about region-specific dynamics in emerging markets such as India. This study addresses this gap by applying Random Forest and Gradient Boosting models to survey data from 386 respondents in the Delhi-NCR region to analyze e-book purchasing behavior. Data were preprocessed through encoding, normalization, and stratified traintest splitting (80:20), with reproducibility ensured via a fixed random seed. Model evaluation employed R, RMSE, and MAE metrics, alongside a paired-sample t-test. Results showed that Gradient Boosting (R = 0.82) outperformed Random Forest (R = 0.78; p = 0.038). Feature importance analysis revealed that behavioral variablespurchase intention, brand awareness, and social media engagementwere the strongest predictors, whereas demographic features contributed minimally. These findings emphasize the primacy of behavioral traits in social mediadriven e-book markets and provide evidence for designing region-specific digital marketing strategies in emerging economies. 2025, Interdisciplinary Publishing Academia. All rights reserved.
- Source
- Journal of Applied Science and Technology Trends;Volume;6;Issue;2;pp.242-250
- Date
- 01-01-2025
- Publisher
- Interdisciplinary Publishing Academia
- Subject
- classification; Cognitive Learning; Education; Machine Learning; Non-cognitive Learning; student performance
- Coverage
- Tripathi S., Department of Business and Management, Christ University, Delhi NCR Campus, Ghaziabad, India; Tiwari A., Department of Business and Management, Christ University, Delhi NCR Campus, Ghaziabad, India; Upreti K., Department of Computer Science, Christ University, Delhi NCR Campus, Ghaziabad, India; Radhakrishnan G.V., Kalinga School of Management, Kalinga Institute of Industrial Technology, Bhubaneswar, India
- Rights
- All Open Access; Gold Open Access
- Relation
- ISSN: 27080757;
- Format
- online
- Language
- English
- Type
- Article
Collection
Citation
Tripathi, Sachin; Tiwari, Akhilesh; Upreti, Kamal; Radhakrishnan, G.V., “A Machine Learning Approach to Consumer Behavior Analysis in Social Media-Influenced E-Book Markets,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23577.