Application of Data Analytics in Building a Game Theory Model for Social Networking Sites

The application under this research work is an extended form of the previous study performed on two
giants of the social networking sites viz. Facebook and Instagram. This study includes the perception
of young generation towards these two social networking sites. For this, a homogeneous group of
students on a local college campus are used as the sample. An additional feature of Interoperability
which plays an important role in exchange and make use of information between these two platforms
generates a 8x8 game theory model. The study begins with the data analytical tools based on the
survey of the students. The reliability of the questionnaire, formed on the basis of interactive
parameters, is tested by using an appropriate reliability test-Cronbach's alpha test. The graphical and
descriptive statistics gives the initial trends among the students. The regression analysis is carried out
for all the combinations of eight parameters of both Facebook and Instagram, where the intercept data
is collected as payoff values. This leads to the formation of the two player Game theory model. As the
final result, the optimum strategies of each player and the value of the game is calculated. The
interpretation of the calculated values reflect the influence of decision making for the optimum
strategies under the game theory model.