ANFIS based hybrid approach identifying correlation between decision making and online social networks

Areeba Rahman, Nageen Saleem, Aysha Shabbir, Maryam Shabbir, Muhammad Rizwan, Shahid Naseem, Fahad Ahmad

Research output: Contribution to journalArticlepeer-review


The fast-growing use of online social networks (OSNs) has prompted stakeholders to change their market strategies and hence have raised several questions on the users' decision making (DM). OSNs, as being regularly used, have resulted in playing a significant role in supporting consumer’s rational DM. We use a hybrid approach i.e. an online survey and fuzzy model development to indicate how OSNs have resulted in giving an impact on the decision making. The research depicts that OSNs support and empower users in the DM process specifically in Rationality, Design, & Choice and the model predicts the DM strategy of each user according to their present decisions using fuzzy logic. Our results also reveal that different types of users (observers, seekers, and advisers) have significantly different participation styles, which in turn have an impact on the efficacy of the DM process. We discussed the implications for OSN designers and developers based on the findings from the research.
Original languageEnglish
Article numbere4
Number of pages11
JournalEAI Endorsed Transactions on Scalable Information Systems
Issue number29
Early online date22 Jul 2020
Publication statusPublished - 1 Jan 2021


  • Rationality
  • Decision Making
  • Online Social Networks
  • Fuzzy Logic
  • Impulsive Buying

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