Exploring the Determinants of Facebook Ad Clicks among Malaysian Users using Machine Learning

Authors

  • Nur Syamila Ahmad Badardin School of Quantitative Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia
  • Saadi Ahmad Kamaruddin School of Quantitative Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia
  • Ch’ng Chee Keong School of Quantitative Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia

DOI:

https://doi.org/10.37934/ctds.4.1.19

Keywords:

Ad clicks, machine learning, logistic regression, support vector machine, artificial neural network

Abstract

This research investigates the factors influencing Facebook users to click on a particular advertisement on the Facebook platform. This research has two main objectives. Firstly, it aims to analyze the relationships between Malaysian Facebook users’ advertisement click behavior with age, gender, day, frequency and engagement. Secondly, this research aims to compare the performance of various machine learning models in predicting Malaysian Facebook users’ advertisement click behaviour. The proposed strategy involves systematic data collection, data preprocessing, data analyzing, data splitting, data training, prediction and comparing performance of various machine learning models. By addressing these objectives, the research hopes to provide valuable insights for businesses to optimize their digital marketing. Engagement with the digital advertisement proves to be main factor in determining whether the user will click on the advertisement. Digital advertisements were also generally clicked towards the end of the week. Moreover, support vector machine proves to be the best model in predicting advertisement clicks among Malaysian Facebook users. In summary, the research was able to investigate the determinants of Facebook Ad clicks among Malaysian users using various machine learning models.

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Author Biographies

Nur Syamila Ahmad Badardin, School of Quantitative Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia

syamila91@gmail.com

Saadi Ahmad Kamaruddin, School of Quantitative Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia

s.ahmad.kamaruddin@uum.edu.my

Ch’ng Chee Keong, School of Quantitative Sciences, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia

chee@uum.edu.my

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Published

2024-12-31

How to Cite

Ahmad Badardin, N. S., Ahmad Kamaruddin, S., & Ch’ng Chee Keong. (2024). Exploring the Determinants of Facebook Ad Clicks among Malaysian Users using Machine Learning. International Journal of Computational Thinking and Data Science, 4(1), 1–9. https://doi.org/10.37934/ctds.4.1.19

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Section

Articles