Social media platforms changed from being socialization platforms to serve businesses through advertisements. This research aims at investigating active young users' experience with social media ads by studying the personalization and the usefulness of the ads, and the role of the host architecture of the used platform. The results prove that users' experience was affected by the designated variables: personalization, perceived usefulness, and the host architecture. Specifically, It was found that social media users find social media ads useful, and personalized, and that the perceived usefulness and personalization significantly affect the usage of host architecture which significantly affects users’ experience. Additionally, a significant difference is found between clusters of student answers in terms of personalization and perceived usefulness effect on user experience.

The development of emotion detection technology has emerged as an efficient possibility in the corporate sector due to the nearly limitless uses of this new discipline, particularly with the unceasing propagation of social data. In recent years, the electronic marketplace has witnessed the establishment of various start-up businesses with an almost sole focus on building new commercial and open-source tools and APIs for emotion detection and recognition. Yet, these tools and APIs must be continuously reviewed and evaluated, and their performances should be reported and discussed. There is a lack of research to empirically compare current emotion detection technologies in terms of the results obtained from each model using the same textual dataset. Also, there is a lack of comparative studies that apply benchmark comparisons to social data. This study compares eight technologies: IBM Watson Natural Language Understanding, ParallelDots, Symanto – Ekman, Crystalfeel, Text to Emotion, Senpy, Textprobe, and Natural Language Processing Cloud. The comparison was undertaken using two different datasets. The emotions from the chosen datasets were then derived using the incorporated APIs. The performance of these APIs was assessed using the aggregated scores they delivered and the theoretically proven evaluation metrics such as the micro-average of accuracy, classification error, precision, recall, and f1-score. Lastly, the assessment of these APIs incorporating the evaluation measures is reported and discussed.

The problem of spam e-mail has gained a tremendous amount of attention. Although entities tend to use e-mail spam filter applications to filter out received spam e-mails, marketing companies still tend to send unsolicited e-mails in bulk and users still receive a reasonable amount of spam e-mail despite those filtering applications. This work proposes a new method for classifying e-mails into spam and non-spam. First, several e-mail content features are extracted and then those features are used for classifying each e-mail individually. The classification results of three different classifiers (i.e. Decision Trees, Random Forests and k-Nearest Neighbor) are combined in various voting schemes (i.e. majority vote, average probability, product of probabilities, minimum probability and maximum probability) for making the final decision. To validate our method, two different spam e-mail collections were used.