Detection of Spammers in Twitter marketing: A Hybrid Approach Using Social Media Analytics and Bio Inspired Computing

Customer engagement is drastically improved through Web 2.0 technologies, especially social media platforms like Twitter. These platforms are often used by organizations for marketing, of which creation of numerous spam profiles for content promotion is common. The present paper proposes a hybrid approach for identifying the spam profiles by combining social media analytics and bio inspired computing. It adopts a modified K-Means integrated Levy flight Firefly Algorithm (LFA) with chaotic maps as an extension to Firefly Algorithm (FA) for spam detection in Twitter marketing. A total of 18,44,701 tweets have been analyzed from 14,235 Twitter profiles on 13 statistically significant factors derived from social media analytics. A Fuzzy C-Means Clustering approach is further used to identify the overlapping users in two clusters of spammers and non-spammers. Six variants of K-Means integrated FA including chaotic maps and levy flights are tested. The findings indicate that FA with chaos for tuning attractiveness coefficient using Gauss Map converges to a working solution the fastest. Further, LFA with chaos for tuning the absorption coefficient using sinusoidal map outperforms the rest of the approaches in terms of accuracy.