Behavior Based Group Recommendation from Social Media Dataset by Using Deep Learning and Topic Modeling

In this digital era, users frequently share their thoughts, preferences, and ideas through social media, which reflect their Basic Human Values. Basic Human Values (aka values) are the fundamental aspects of human behavior, which define what we consider important, and worth having and pursue them. Existing studies identify the values of individuals from different social network usages such as Facebook and Reddit. However, discovering the similarity (or diversity) of value priorities among the members in a group is important since we can reveal many interesting insights such as finding a set of target customers, identifying the chain of misdeed groups, searching for similar acquaintances in workplaces, etc. In this paper, a graph dataset is compiled using the strongest correlation among the features and then we apply a graph clustering technique to identify a suitable hedonist group (i.e., one dimension of values) for users’ recommendations. Then, we also propose a behavior based (i.e., value) group recommendation technique by analyzing users’ contextual and psychological attributes. Finally, we validate those group members in real life by introducing two hypotheses. In particular, we analyze the tweets of a total of 1140 users collected from Twitter. We obtain a substantial intra-cluster correlation coefficient (ICC) and silhouette clustering coefficient (SCC) scores of 65% and 76%, respectively, among the members in our discovered group.