Journal Article

DPMS: Data-Driven Promotional Management System of Universities Using Deep Learning on Social Media

Mahmud, Imran, Barros, Alistair, Whaiduzzaman, Md, Faruqui, Nuruzzaman, Jan, Tony, Hossain, Mohamed Emran

2023

Overview

SocialMedia Marketing (SMM) has become a mainstream promotional scheme. Almost every business promotes itself through social media, and an educational institution is no different. The users’ responses to social media posts are crucial to a successful promotional campaign. An adverse reaction leaves a long-term negative impact on the audience, and the conversion rate falls. This is why selecting the content to share on social media is one of the most effective decisions behind the success of a campaign. This paper proposes a Data-Driven Promotional Management System (DPMS) for universities to guide the selection of appropriate content to promote on social media, which is more likely to obtain positive user reactions. The main objective of DPMS is to make effective decisions for Social Media Marketing (SMM). The novel DPMS uses a well-engineered and optimized BiLSTM network, classifying users’ sentiments about different university divisions, with a stunning accuracy of 98.66%. The average precision, recall, specificity, and F1-score of the DPMS are 98.12%, 98.24%, 99.39%, and 98.18%, respectively. This innovative Promotional Management System (PMS) increases the positive impression by 68.75%, reduces the adverse reaction by 31.25%, and increases the conversion rate by 18%. In a nutshell, the proposed DPMS is the first promotional management system for universities. It demonstrates significant potential for improving the brand value of universities and for increasing the intake rate.

• Publisher: MDPI AG
• Subject: Academic libraries / Accuracy / BiLSTM network / Brand equity / Classification / Colleges & universities / Computational linguistics / Data collection / data-driven decision / Datasets / Decision making / decision support system / Deep learning / Feedback / Health aspects / Human resource management / Language processing / Literature reviews / Machine learning / Marketing / Natural language interfaces / Natural language processing / promotional management system / Sentiment analysis / Social media / social media marketing / Social networks / Success