Analysing the Social Media Platform Consumption Patterns in Manipur Using Market Basket Analysis

Abstract

This paper explores the application of Market Basket Analysis (MBA), a data mining technique traditionally utilized in retail to uncover purchasing patterns, to the study of social media platform usage in Manipur. Recognizing the versatility of MBA in revealing hidden associations within complex datasets, this research adapts the methodology to analyse user interactions across multiple digital platforms, treating each respondent’s platform usage as a transaction within a virtual basket.

Using a dataset comprising responses from 1,000 individuals across Manipur, the study employs the Apriori algorithm to identify and evaluate associations among widely used platforms such as Facebook, WhatsApp, Twitter, Snapchat, LinkedIn, and Instagram. Key metrics—support, confidence, lift, and deployability, are calculated to assess the strength and practical relevance of these associations. The findings reveal significant co-usage patterns, highlighting the interconnected nature of digital engagement in the region and offering actionable insights for platform developers, digital marketers, and policymakers.

By extending MBA to the domain of regional digital behaviour, this study contributes to a deeper understanding of social media ecosystems in emerging markets and demonstrates the methodological adaptability of MBA for localized digital sociology and strategic communication planning.