Data mining analytics investigate Facebook Live stream users' behaviors and business models: The evidence from Thailand

Live streaming refers to the technology of leisure, entertainment or communication that broadcasts instant images/video on the Internet with the rise of online audio and video platforms in the modern society. Due to the growth in the popularity and market potential of live streaming, some studies have emphasized how streaming transfers from its audio and video broadcasting role of social media/social network leisure and entertainment usage to social commerce and business development. Thus, this research examines the behaviors of various users of FB Live in Thailand through an empirical survey research. There are 3081 valid questionnaire data. This study develops data mining analytic methods, including association rules and K-means clustering analysis, based on a relational data database development. This study shows how the FB Live study and social media/network analytics results can obtain streamers/users knowledge patterns and rules investigating different users' profiles and behaviors to develop social commerce and business models in Thailand.