Social Networking Site Data Analytics Using Game Theory Model

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056

Volume: 09 Issue: 12 | Dec 2022 www.irjet.net p-ISSN: 2395-0072

Social Networking Site Data Analytics Using Game Theory Model

Nishchitha S1, Anusha N M2, Priya D S3

Nishchitha S, Sapthagiri College of Engineering, Bangalore, Karnataka, India Anusha N M, Sapthagiri College of Engineering, Bangalore, Karnataka, India Priya D S, JSS Academy of Technical Education, Bangalore, Karnataka, India ***

Abstract - Decision-making tools give businesses important assistance in optimizing their strategy in comparison to their rivals. The happiness of the final users, or the customers, is crucial to decision-making. The application used in this study is based on Facebook and Instagram, two of the biggest social networking platforms. A game theory model must have these rivals or opponents, as well as the variables that govern their interactions. Finding the characteristics that these two players have in common and satisfy the interaction condition is the first stage. These so-called interactive strategies are those being taken into account. Using basic random sampling, a diverse group of regular users of these two social networking sites is chosen. Using the Cronbach's alpha test, the interactive parameters-based questionnaire's reliability is evaluated. The descriptive statistics and graphs show the end users' early patterns. The intercept data is gathered as payoff values before the regression analysis is run. As a result, the two player Game theory model is created. The worth of the game and each player's optimal strategies are calculated as a result. The interpretation of the derived values shows how game theory model-based optimal strategy decision-making affects the calculated values.

Key Words: Gametheory,Interactivestrategies,Optimum strategies,Valueofthegame

1. INTRODUCTION

There is competition in every corporate environment. In thesecircumstances,makingwisedecisionsisessentialsince they can directly affect how much money a corporate organizationcanpotentiallymake.Social mediaplatforms likeFacebook,Instagram,Twitter,blogs,andothersareused bypeopletosharetheirknowledge,experiences,andideas withtheworld.

Duetothis,communication andthewaypeoplecanaffect otherpeople'ssocial,political,andeconomicconducthave altered. The social network approach offers a number of toolsforanalyzingsocialentitystructuresaswellasawide rangeofideasforilluminatingtheirpatterns.

According to the forecast made by Edison Research, InstagramwillsurpassFacebookintermsofoverallusageby 2020.Thesetwoentitiesmightbeseenasfiercecompetitors inthesocialmediaspace.

Thegoalofthisresearchprojectistodevelopagametheory model based on characteristics shared by Facebook and Instagram. Determine which feature, out of all the characteristics,issuperiortootherfeaturesbyanalyzingthe finalproduct.Forthetwoplayers,thegame'sworthcreates awin-winsituation.

FacebookandInstagrambothhavesevencharacteristicsin common: 1) ChatInterface 2) LiveVideos 3) PrivateorPublicAccounts 4) Stories 5) LikeandComments 6) Groups 7) Security.

TheinteractionbetweenFacebookandInstagramismade possiblebythesesevensharedcharacteristics,whichsatisfy the game theory's fundamental premise. Facebook and Instagramarereferredtoastwoplayersingametheory.The strategiesarelistedalongwiththesharedtraits.Thepayoff values are necessary to create a game theory model. Responses to a questionnaire on the aforementioned attributes were used to generate the data about these rewardvalues.

Thesection-by-sectionbreakdownofthisresearchprojectis as follows: Section II is a survey of the literature that discussesthetheoreticalfoundationsfordevelopingagame theory model. The research methodology's Section III discussestheapproach'sstep-by-stepspecifics.Theactual work of data analytics is covered in Section IV, where graphical,statistical,anddecision-makingtoolsareusedto producethe desiredoutcomes.Thehighlightsof eachend result'sinterpretationareincludedinSectionV,alongwith theconclusion.Thelistofresourcesthatwerehelpfulforthis researchisinthelastsection.

1.1 LITERATURE REVIEW

The significant works in the field of social networking wereinitiallythefocusoftheliteraturereview,followedby the aspect of game theory. [1] This essay illustrates the

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056

Volume: 09 Issue: 12 | Dec 2022 www.irjet.net p-ISSN: 2395-0072

relevanceofthegratificationstheoryandhowitisappliedin socialmedia.Additionally,itoffersathoroughgraspofhow customersusesocialmedia.[2]Thefirstthoroughliterature reviewinthefieldofsocialmediaresearchisthesubjectof thisessay.Italsodemonstratesadeepercomprehensionof thefactorsthatcontributetoandareaffectedbytheadoption anduseofsocialmedia.[3].Thisblogincludespolldatafrom YouGov-Mint showing that, as of August 2018, 71% of Facebook users also use Instagram, compared to 85% of InstagramuserswhouseFacebook.[4]Thedataforcurrent FacebookandInstagramusersuptoJune2019areprovided on NapoleonCat's blog. 18.6% of India's population as a wholeusesFacebook,comparedto4.8%ofIndianswhouse Instagram.[5]Inthisstudy,theFacebookpagesoffor-profit firmswereanalyzedfortheircontentandtheeffectsofthe communication strategy used on the attitudes, purchasing intentions, and perceptions of the organization-public interactionamongstakeholders.Withatheoreticalviewpoint, thisexploratorystudyaddsbasicunderstandingregarding Instagram and social networking communication. In this article,thewritersdescribehowtext,tables,andgraphsare efficient communication tools for presenting and disseminating facts and information that aid in comprehendingtheresearch'stopic

By utilizing the idea of a game theory model, the aforementioned studies offer the way to a solution for the twosocialmediagiants.

1.2 Research Methodology

A research problem can be solved analytically with the helpofresearchmethodology.Theactionslistedbeloware partofthissection.

1)Creatingaquestionnairedependingonthegoalofthe study. A Google form was created to collect demographic data fromtherespondents. 14morequestionsfocused on the similarities between the two rivals. The respondents' informationwasgatheredusingalinearscalewith10points. Theonlineformhadtobefilledoutcompletelybeforebeing submitted.Thebenefitofusinganonlineformnegatesthe presenceofoutliers,ensuringthatthedataislegitimate.

2) Determine the extent of the data collection from the end users' responses. A straightforward random sample techniquewasutilizedtogatherthedata.Onadiversesetof responders,asamplesizeof100waschosen.Theseviolets anybiasbasedonanycharacteristics.

3) Conducting a pilot study to verify the validity of the questionnairemodelinaccordancewiththeobjectivesofthe researchproject.Asampleof20respondentswasinitially gathered for the study. Three different methods of the Cronbach'salphareliabilitytestwereused.

4)GraphicalRepresentation-Afterthereliabilitytestwas successfullycompleted;theremaining80respondentswere

contacted.Thedatafroma10-pointscalewastransformed into five ordinal categories before being plotted as a bar graph.1–2areadequate,3–4aresatisfactory,5–6aregood, 7–8areverygood,and9–10areexcellent.Theusageofthe graphical tools can reveal the overall tendencies of the respondents.

5) Descriptive statistics- To determine the comparison numbers and the consistency of the features, the average valueandstandarddeviationwerecalculated.

6) Regression analysis: Y on X and X on Y are two applicationsofthesimpleregressionanalysisprinciple.The results of the regression analysis are split into two components,calledtheinterceptandthedefaultvalueofY whenX=0.Thefocalpointforgatheringpayoutvaluesisthis. Theslope,whichalsodetermineswhethertheindependent variablehasapositiveornegativeimpactonthedependent variable,istheothercomponent.Thisisnottheissuethat thegametheorymodel'sdevelopmentisfocusedon.

7)Gametheorymodel:A7x7rewardmatrixintheformof (axi, ayj) for the I j) cell can be entered based on the interceptdataobtainedfromthetwoprocessesofYonXand XonYdiscussedabove.

8) The game theory model's resolution in order to determine the game's worth and ideal strategies, all first entries axi among (axi, ayj) are taken into consideration, withplayerAactingasthemajorandplayerBactingasthe minor.Ontheotherhand,allsecondentriesayjamong(axi, ayj)aretakenintoconsiderationinordertodeterminethe game'svalueandidealstrategieswhilekeepingplayerBas themajorandplayerB astheminor.FortheplayerB,the transpositionoftheoriginalmatrixvaluesforayjisusedto findthesolution.

9)Thefinalfactsandnumberscanbeseenasthegame theory'soutcomesforbothsides.

The following section of Data Analysis discusses the specificsofpoints2through9.

2. Data Analysis

Dataanalysisisusedintheprocessoftransformingraw dataintouseful,comparableinformation.

Thisstudyfocusesonthereactionsthatcanbeusedto create a game theory model. When employing a decisionmakingtoolliketheGametheorymodel,thefinaloutcomes can serve as a basis for choosing the best strategy. The followingliststhestepsfordataanalysis.

Baseforsamplesize

According to data and statistics on Facebook and Instagram users in India [3] and [4], an anticipated

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056

Volume: 09 Issue: 12 | Dec 2022 www.irjet.net p-ISSN: 2395-0072

5,64,14,500peoplewillberegularusersofbothservicesin 2019.

Themarginoferrorforanexploratorystudybasedona consumersurveycanbeincreasedto10%[12].Thesample sizeis97whenthedefaultvaluesfortheconfidenceleveland responsedistributionare95%and50%,respectively.

100sampleswerechosenastheapproximateround-off amount for this research project. To gather the pertinent information,aquestionnairewasdistributedtoourcollege's stakeholdersusingGoogleForm.

Cronbach’salphareliabilitytest

Oneofthemostuseddependabilitymetricsinthesocialand organizational sciences is Cronbach's alpha [13], [14]. An initialsampleof20respondentswasusedinapilotpollto gauge the model's dependability. The stakeholders of our college in Nagpur served as the responders for this initial sample.TableIprovidesCronbach'salphavaluesbasedon repliesforeachofthe7featuresforFacebookandInstagram separately as well as for both of them to determine the overallconditionofthemodel.

Table -1: ReliabilitytestforPilotsurvey

Fig.1.SampleDistributionbasedonOccupation

Interpretation of Fig. 1: Students and employees make up over50%ofthesample.Theremaining50%includesthem. The range of demographic data based on occupation represents variation and, as a result, mitigates any bias againstanyonecharacteristic.

ii.Trendwithintheresponses

As mentioned earlier the data was transformed into 5 different ordinal categories. The general trend can be identifiedfromtheresponsesbyusingthestackbarchart.

Fig. 2, provides the information regarding the various featuresofboththecompetitors.

TableIinterpretation:Thequestionnaireisagreattoolfor doingthisresearchbecauseallthreeCronbach'salphavalues arehigherthan0.90.Fortheremainingsamples,themodelis trustworthyforconductingthesurvey.

Graphicalrepresentation-Thissectionisdividedintwosubsectionsasgivenbelow

i.DemographicInformation

Theoccupationofaperson'sdemographycanhaveanimpact onsocialnetworkingsites[15].Figure1showsthesample distributionoftheheterogeneousgroups.

Fig.2.Trendsofresponseson

thesevenfeaturesforthe twoplayers

InterpretationofFig.2:Facebook'schatinterfaceissuperior to Instagram's. However, compared to live videos on Facebook, Instagram live videos are more popular with consumers. Facebook accounts, whether private or public, contributemorefrequentlythanInstagramones.Usersenjoy FacebookandInstagram'sstories,aswellastheirlikesand comments. The group-created features on both websites don't meet user expectations. The security aspect on both socialnetworkingsitesisthebest.

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056

Volume: 09 Issue: 12 | Dec 2022 www.irjet.net p-ISSN: 2395-0072

Descriptivestatistics

Findingtheoveralltrendisaidedbythedata'sdispersionand measure of central tendency. The relationship between Standard Deviation and Average Value shows how consistentlyrespondentsviewFacebookandInstagram.The consistencylevelsforeachcharacteristicacrossallPlayers

Table-II:PlayerwiseDescriptivestatisticsforvarious features

Table-III:Formationof7x7Gametheorymodel

Interpretation of Table -II: Facebook's security is always reliable, but among all of its services, Stories are always reliable. In contrast, Security is Instagram's second-most constantfeatureafterPrivateorPublicaccounts.Thegroup thatwasformedwasjudgedtobetheleastreliableofthetwo players.Inbothsituations,securityisaconstantaspectthatis crucialtotheworldofsocialnetworkingsites.

Gametheorymodel

The intercept payoff matrix for both players is provided belowfollowingtheregressionanalysis.Duetothefactthat theseparticipantsdonotcommunicatetheirinternalpolicies, it is a 7x7 game theory model on a non-cooperative basis [10].Thepointsofcontactbetweenthesetwoathletesmake upthesharedcharacteristics.

Interpretation of Table -III: The intercepts' values are all positive. The majority of the values fall between 5 and 7, indicatingstrongcellvaluebonds.Valuesbetween1and3on theotherhand,showweakcellvalueconnection.

SolutionofGametheorymodel

MatrixGameSolverofferstheabilitytosolvegamesonlinea matrix game in which Player I selects a row and Player II chooses a column concurrently. entry in the matrix the mutually chosen row and column displays the standard behavior, winnings of the row selector and the column selector'slosschooser.

Case1:KeepingplayerAasmajor(rowchooser)andplayerB asminor(columnchooser),thegamecanbesolvedas–

Thematrixis 5.524.795.295.516.265.745.41 4.233.973.865.255.485.126.15 5.504.843.676.145.845.736.20 5.805.875.575.425.675.956.13 5.094.875.665.134.315.546.16 3.572.572.892.892.742.634.88 6.236.525.506.937.267.194.83

Thesolutionis:Thevalueis5.59.

An optimal strategy for Player A (Facebook) is: (0, 0, 0, 0.02935,0.55025,0,0.4204)

AnoptimalstrategyforPlayerB(Instagram)is:(0.07944,0, 0.90232,0,0.01824,0,0)

Case2:KeepingplayerBasmajor(rowchooser)andplayerA asminor(columnchooser),thegamecanbesolvedas

Thematrixis

5.104.614.594.914.074.614.90 4.914.974.495.604.384.345.82 6.706.224.906.536.535.996.05 5.756.155.905.034.604.546.42 6.936.665.965.814.264.977.08 4.314.283.393.872.911.725.36 6.517.676.796.836.717.194.93

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056

Volume: 09 Issue: 12 | Dec 2022 www.irjet.net p-ISSN: 2395-0072

Thesolutionis:Thevalueis5.93.

AnoptimalstrategyforPlayerB(Instagram)is:(0,0,0.32607, 0,0.29481,0,0.37912)

AnoptimalstrategyforPlayerA(Facebook)is:(0,0,0.23636, 0,0.31427,0,0.44937)

InterpretationofSolutionsofgames:Thevalueofthegamein bothcasesliesbetween5to6,whichisgoodenoughforboth theplayers.Inbothcasesoptimumstrategiesarethreefor bothplayers.

In scenario 1, where Facebook dominates, features like Instagramstories,likes,andcomments,aswellassecurity, offerthebestpossiblesolutions.Themaincontributioncame through likes, comments, and shares. However, Instagram maybestcompetewithFacebookthankstofeatureslikethe Chatting Interface, private and public accounts, likes, and comments.Boththeprivateandpublicfeaturescontribute significantlyinthiscase.

FeatureslikePrivateorpublicaccounts,Stories,andsecurity offerthebestsolutionsinCase2,whereInstagramoutweighs Facebook.Finally,Facebook'sbeststrategiesinthiscaseare the same characteristics. Security elements contribute significantlyinbothsituations.

3. CONCLUSIONS

Thus,ausefulandworkablesolutioncanbeprovidedwith the right flow and use of data analyzing tools. The key findingsofthisstudyinclude

1) According to the Cronbach's alpha test, the model's dependability for each of the seven features has been excellent.

2) The data and information using graphical tools and descriptive statistics are adequate and place all seven featuresunderconsiderationabovetheaveragevalues.

3) The group that was created was proven to be the least reliableofthetwoplayers.Comparingtheirotherfeatures, Instagram'sprivateandpublicaccountfeaturesweremore consistentthanFacebook'ssecurityfeature.Theuseofthese featuresontherelevantplatformsmightthereforegiveend usersadditionalprivacy.

4) Positive intercepts from regression analysis performed forbothplayersareutilizedaspayoffvaluestocreatea7x7 non-cooperativegame.

5) The game's value is above average in both situations, creating a win-win scenario that is suitable for both competitors. This demonstrates that the shared characteristics of these two social networking sites are satisfyingtotheendusers.

6) Despite Facebook's dominance, it can be shown that Instagram's features are the most popular among all the techniques.However,Instagram'sdominanceoverFacebook reflectsthesametraitsastheirmosteffectivetechniques.

Even in complex situations, the game theory model is a usefultoolfordecision-making.Giventhegeneralityofthe gametheorymodel,wecanuseanothersocialnetworking site, such as Twitter [18], LinkedIn, etc., in place of Instagram. The basis of interaction between them can be foundinthesharedcharacteristicsofeachcompetitor.

REFERENCES

[1] Whiting and D. Williams, "Why people use social media: a uses and gratifications approach", QualitativeMarketResearch,vol.16,no.4,August 2013,pp.362-369.

[2] EricW.T.Ngai,SpencerS.C.Tao,KarenK.L.Moon, "Social media research: Theories, constructs, and conceptual frameworks", International Journal of InformationManagement,vol.35,issue1,February 2015,pp.33-44.

[3] N. Kwatra (2018, August 27),"Why Instagram has become the next Facebook". Available: https://www.livemint.com/Companies/MAEImnLV CnNqCntNtk31AJ/Why-Instagram-has-become-thenext-Facebook.html

[4] J.Pokrop,(2019,June5),"Facebookand InstagramusersinIndia".Available: https://napoleoncat.com/blog/facebook-andinstagram-users-in-india/

[5] M.Haigh,P.BrubakerandE.Whiteside,"Facebook: examiningtheinformationpresentedanditsimpact onstakeholders",Corporate

2022, IRJET | Impact Factor value: 7.529 | ISO 9001:2008 Certified Journal