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September 16, 2025Journal of Research in Humanities and Social ScienceOpen Access

Investigating Youth Purchase Intentions for Viral Products: A Machine Learning Approach Based on Social Media Influence

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Machine learning techniques identified key factors influencing purchase intentions among students, with social media impact being prominent.
The Random Forest model achieved an accuracy of 71.2% and an ROC AUC of 79.1%, highlighting effective modeling in predicting purchase behavior.
Feature selection and SHAP analysis pinpointed critical drivers affecting purchase decisions, emphasizing the complexity of consumer behavior.
Findings challenge existing assumptions, showing that more social media platforms do not necessarily lead to higher purchase intentions for viral products.

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Implication

Observational analysis reveals social media engagement and advertising significantly affect purchase intentions, suggesting crucial marketing strategies.

Cite This Study

Mei et al. (2025) studied this question.

synapsesocial.com/papers/68d4566c31b076d99fa5ba3a https://doi.org/10.35629/9467-1308151162

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Implication

Observational analysis reveals social media engagement and advertising significantly affect purchase intentions, suggesting crucial marketing strategies.

Investigating Youth Purchase Intentions for Viral Products: A Machine Learning Approach Based on Social Media Influence

Key Points

Discussion

Implication

Cite This Study

Investigating Youth Purchase Intentions for Viral Products: A Machine Learning Approach Based on Social Media Influence

Key Points

Discussion

Implication

Cite This Study

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