Mining user knowledge for investigating the facebook business model: The case of Taiwan users

Abstract

Social network sites (SNS), as web-based services, allow users to make open or semi-open profiles within the systems they are part of, to see lists of other people in the group and to see the relations of people within different groups. Facebook is essentially an online social network site in which individuals can share photographs, personal information, and join groups of friends. This study investigates the experiences on Facebook of various users in Taiwan. Their degrees of confidence were often demonstrated by word-of-mouth disseminations about the social network site. Further, this research looks at how the reputations of Facebook proprietors and their affiliates were disseminated through relationship marketing for formulated social network marketing in its business model concerns. Therefore, this study uses the a priori algorithm as an association rules approach, and cluster analysis for data mining. We divide Facebook users into two groups of contributors and lurkers by their profiles and then find each groups social network community information utilization and online purchase behaviors for investigating the Facebook business models. © 2014 Taylor and Francis Group, LLC.