Dr. R. Sasikala

Dr. R. Sasikala

Dr. R. Sasikala

Behaviour Analytics of Generation – Z in Social Network by Cohort

According to recent study, today’s youth called as Generation Z are connected globally and also 24/7. The technologies like Whatsapp, Facebook, Twitter and Instagram allow the Gen-Z to connect the people outside of boundaries geographically[1]. The technologies make Gen-Z to convey messages as crisp and quick, make them to be online always, allows them to see the entire world with smart phones.  The proposed research work focuses on cohort analysis of Generation – Z in social network. The definition from Wikipedia says “Cohort is a group of people who has some common characteristics over a period of time”.  Cohort Analytics is a part of behavior analytics which perform analytics on a set of data from the given dataset. The cluster of a data on a given dataset is called cohort. Cohort is a significant tool for business analytics such as Marketing, E-Commerce, Customer growth Retention, startup analysis and SaaS business etc.

From the detailed survey on cohort analytics we identified that the behavior analytics on Gen-Z research study is not performed yet. The objective of research work is to focus on identifying the characteristics of generation – z in social network. The different social network pages from sports personalities, Politicians, Facebook pages for social cause (ie non-profit Facebook pages), top Celebrities in Facebook are considered for analysis. The r packages : r-Facebook and r-Twiiter packages are an interface to Facebook and Twitter API which provide analysis on various social network accounts. The cohorts of different age groups: Gen – Y and Gen – Z are compared with the Parameters O.C.E.A.N (Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism) from behaviour analytics.  The results are showing interestingly that Gen-Z cohorts are equally showing interest in social cause, politics as like celebrity pages and online purchase pages. The discussion of analysis and detailed report of various analysis is included.