Impact of Social Media Marketing on Online Consumer Behavior using Self-Organizing Maps

The effect of digital and social media marketing on consumer actions is characterized in this study. This study examines the benefits and drawbacks of digital and social media marketing to influence consumer behaviour, which has become more important as digitalization continues to expand at a rapid pace. An entirely new digital culture has emerged as a result of the far-reaching effects of the internet, smartphones, and social media on consumer behaviour. Data preprocessing, model training, and feature extraction are the three stages that make up this suggested method. To deal with data noise, one method is data pre-processing. By characterising users and their actions on a social media site, these feature extractions should make it easy to distinguish between lead users and other users. It used a SOM all through training. Outperforming MLP and ANN, this novel approach achieves an average accuracy of 93.41 %.