Universiti Teknologi Malaysia Institutional Repository

Identifying sequential influence in predicting engagement of online social marketing for video games

Chia, Joseph Wei Chen and Mohd. Azmi Ais, Nurulhuda Firdaus (2021) Identifying sequential influence in predicting engagement of online social marketing for video games. In: 6th International Conference on Soft Computing in Data Science, SCDS 2021, 2 November 2021 - 3 November 2021, Virtual, Online.

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Official URL: http://dx.doi.org/10.1007/978-981-16-7334-4_31


Advancement of online social networks has seen digital marketing use platforms like YouTube and Twitch as key levers for video games marketing. Identifying key influencer factors in these emerging platforms can both deliver better understanding of user behavior in consumption and engagement towards marketing on social platforms and deliver great business value towards video game makers. However, data sparsity and topic maturity has made it difficult to identify user behavior over a sequence of different marketing videos, with a key challenge being identifying key features and distinguishing their contribution to the measure that defines sustained engagement over sequential marketing. This paper presents a method to understand sequential behavioral patterns by extracting features from marketing frameworks and develop a supervised model that takes all the features into consideration to identify the best contributing features to predicting engagement that delivers sustained interest for the next video in a series of marketing videos on YouTube. Experiment results on dataset demonstrate the proposed model is effective within constraint.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:machine learning, online social marketing, regression prediction, sequential pattern, video game trailers
Subjects:Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions:Razak School of Engineering and Advanced Technology
ID Code:96378
Deposited By: Yanti Mohd Shah
Deposited On:18 Jul 2022 18:31
Last Modified:18 Jul 2022 18:31

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