An approach to identify user preferences based on social network analysis

摘要

This paper introduces an approach for identifying user preferences using social network analysis (SNA). Main idea was to reduce complexity and enable effective and affordable social network analysis harnessing particular tools and techniques. As a proof of concept, we performed the research that included two sources: (1) the control data source - analytical data collected from mobile application FilterApp for cultural events and (2) the experimental data source - data based on survey for users of the mobile application. The results revealed three clusters of cultural events based on user preferences towards certain types of cultural events, the frequency of visits to cultural events and the size of groups when visiting these events. The obtained conclusions were used to develop system of recommendations and for customization of offer and marketing strategies according to the identified users' preferences. The main value of this paper is reflected in the clearly defined research process with all the phases from data collection to validation of results. (C) 2018 Elsevier B.V. All rights reserved.