sis 18: e25

Research Article

ANFIS based hybrid approach identifying correlation between decision making and online social networks

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  • @ARTICLE{10.4108/eai.13-7-2018.165669,
        author={Areeba Rahman and Nageen Saleem and Aysha Shabbir and Maryam Shabbir and Muhammad Rizwan and Shahid Naseem and Fahad Ahmad},
        title={ANFIS based hybrid approach identifying correlation between decision making and online social networks},
        journal={EAI Endorsed Transactions on Scalable Information Systems: Online First},
        volume={},
        number={},
        publisher={EAI},
        journal_a={SIS},
        year={2020},
        month={7},
        keywords={Rationality, Decision Making, Online Social Networks, Fuzzy Logic, Impulsive Buying},
        doi={10.4108/eai.13-7-2018.165669}
    }
    
  • Areeba Rahman
    Nageen Saleem
    Aysha Shabbir
    Maryam Shabbir
    Muhammad Rizwan
    Shahid Naseem
    Fahad Ahmad
    Year: 2020
    ANFIS based hybrid approach identifying correlation between decision making and online social networks
    SIS
    EAI
    DOI: 10.4108/eai.13-7-2018.165669
Areeba Rahman1, Nageen Saleem1, Aysha Shabbir1, Maryam Shabbir1, Muhammad Rizwan1,*, Shahid Naseem2, Fahad Ahmad1
  • 1: Department of Computer Sciences, Kinnaird College for Women, Lahore, Pakistan
  • 2: Department of Information Sciences, University of Education, Lahore, Pakistan
*Contact email: muhammad.rizwan@kinnaird.edu.pk

Abstract

The fast-growing use of online social networks (OSNs) has prompted stakeholders to change their market strategies and hence have raised several questions on the users' decision making (DM). OSNs, as being regularly used, have resulted in playing a significant role in supporting consumer’s rational DM. We use a hybrid approach i.e. an online survey and fuzzy model development to indicate how OSNs have resulted in giving an impact on the decision making. The research depicts that OSNs support and empower users in the DM process specifically in Rationality, Design, & Choice and the model predicts the DM strategy of each user according to their present decisions using fuzzy logic. Our results also reveal that different types of users (observers, seekers, and advisers) have significantly different participation styles, which in turn have an impact on the efficacy of the DM process. We discussed the implications for OSN designers and developers based on the findings from the research.