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Analysing the Impact of video game on Consumer Engagement and Brand Loyalty: A Comparative Study of Traditional Marketing and Machine Learning -based Strategies

    Authors

    • A Manimuthu 1
    • U Udhayakumar 2
    • A Cathrine Loura 3
    • Peterjose P 4
    • Antony S Alexander 5

    1 Assistant Professor, Department of Data Science, Loyola College, Chennai, India

    2 Associate Professor, Department of Computer Science, Shanmuga Industries Arts and Science College, Tiruvannamalai, India

    3 Assistant Professor Department of Compute Applications, Loyola College, Vettavalam, Tiruvannamalai, India

    4 Assistant Professor, Department of Computer Science, Mount Carmel College, Bengaluru, India

    5 Assistant Professor, Department of Computer Science, Loyola College, Chennai, India

,

Document Type : Research Article

10.47392/IRJASH.2023.070
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Abstract

In contemporary times, the video game industry has experienced remarkable growth, captivating a wide audience with its immersive offerings. Undoubt- edly, it stands as a significant global contributor to revenue generation. This sector wields a considerable influence, drawing in individuals with sharp and innovative skills to foster the expansion of video games worldwide. Explor- ing the substantial profit generated this sector, machine learning technologies have become instrumental in creating highly effective models that can anal- yse and forecast computer game sales well in advance. The realm of machine learning offers a diverse array of models for predicting future sales, employ- ing techniques such as Linear and Multiple Regression, Random Forest, Deci- sion Trees, Support Vector Machines, among others. Each of these approaches processes data using various mathematical concepts and formulas to estimate sales. The selection of an appropriate model depends on a thorough compar- ison of their accuracy and performance, considering the nature of the data. Model accuracy is commonly assessed by measuring the total number of cor- rect predictions relative to all predictions made.As a key performance met- ric for evaluating the efficacy of the models, the R-square statistic is widely employed. Four algorithms have been tested on a selected dataset, and their performance has been compared to identify the most effective model for the given data

Keywords

  • R-square
  • Support Vector Machine
  • Video games
  • Random forest
  • Machine Learning
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International Research Journal on Advanced Science Hub
Volume 5, Issue 11
November 2023
Page 382-388
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  • PDF 2.18 M
History
  • Receive Date: 02 October 2023
  • Revise Date: 28 October 2023
  • Accept Date: 07 November 2023
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  • Article View: 207
  • PDF Download: 147

APA

Manimuthu, A. , Udhayakumar, U. , Cathrine Loura, A. , P, P. and Alexander, A. S. (2023). Analysing the Impact of video game on Consumer Engagement and Brand Loyalty: A Comparative Study of Traditional Marketing and Machine Learning -based Strategies. International Research Journal on Advanced Science Hub, 5(11), 382-388. doi: 10.47392/IRJASH.2023.070

MLA

Manimuthu, A. , , Udhayakumar, U. , , Cathrine Loura, A. , , P, P. , and Alexander, A. S. . "Analysing the Impact of video game on Consumer Engagement and Brand Loyalty: A Comparative Study of Traditional Marketing and Machine Learning -based Strategies", International Research Journal on Advanced Science Hub, 5, 11, 2023, 382-388. doi: 10.47392/IRJASH.2023.070

HARVARD

Manimuthu, A., Udhayakumar, U., Cathrine Loura, A., P, P., Alexander, A. S. (2023). 'Analysing the Impact of video game on Consumer Engagement and Brand Loyalty: A Comparative Study of Traditional Marketing and Machine Learning -based Strategies', International Research Journal on Advanced Science Hub, 5(11), pp. 382-388. doi: 10.47392/IRJASH.2023.070

CHICAGO

A. Manimuthu , U. Udhayakumar , A. Cathrine Loura , P. P and A. S. Alexander, "Analysing the Impact of video game on Consumer Engagement and Brand Loyalty: A Comparative Study of Traditional Marketing and Machine Learning -based Strategies," International Research Journal on Advanced Science Hub, 5 11 (2023): 382-388, doi: 10.47392/IRJASH.2023.070

VANCOUVER

Manimuthu, A., Udhayakumar, U., Cathrine Loura, A., P, P., Alexander, A. S. Analysing the Impact of video game on Consumer Engagement and Brand Loyalty: A Comparative Study of Traditional Marketing and Machine Learning -based Strategies. International Research Journal on Advanced Science Hub, 2023; 5(11): 382-388. doi: 10.47392/IRJASH.2023.070

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