Influence of Social Media Marketing on Consumer Shopping: Amazon Case Study

This project aims to analyze how social media marketing can influence amazon consumers to buy goods. Social media offers an immense opportunity to marketers to provide targeted product ads or raise brand awareness that could lead to sales increases and customer engagement. 

 This project will do a 360 review of the literature on social media marketing’s impact on consumer decision-making. Then I will build a recommender system using data from Amazon as an example of a social media marketing tool that can influence consumers to make purchase decisions and promote brand awareness for better customer engagement. 

 This project will fulfill the following objectives:  

• Review previous findings and identify the social media influence on consumers’ shopping decisions 
• Build a data pipeline to collect the required data for my analysis. 
• Use Amazon data to perform an exploratory data analysis. 
• Conduct Natural language processing to preprocess reviews data.  
• Create a model-based approach collaborative filtering system to predict the expected rating. 
• Create a metadata content recommender system and combine both approaches to build a hybrid recommender. 
• Compare and select the best model based on the Root Mean Squared Error.  
• Analyze the results and discuss the finding of the recommender systems 
• Highlight the benefits of creating a recommender system to support social media marketing.