Construction of an interactive behavioral and feature structure model for Facebook

All businesses need to attract customers, and promoting a Arm\´s goods and services is the most direct way to achieve this. The use of effective communication strategies can help in this regard, and such efforts can be enhanced if more information can be obtained about the personality traits of the target audience. This study proposes a mechanism for automatically inferring users\´ personality traits from their social media records, instead of more traditional ways such as face-to-face interviews and observations or questionnaires. This study presents an "interactive behavioral model" and a large number of "interactive behavioral features" for use with Facebook. With regard to practical applications, the proposed mechanism could be used as a cloud-computing service, and the system architecture to support this is presented. In the future, the system could serve businesses as a decision support tool for developing better marketing plans and customized sales.