In the digital age, social media technology has an important role as a communication platform for interpersonal interactions in the online virtual world. In addition, social media has impacted product exchange behavior in both vendors and buyers, with a shift from the traditional sales model to communication between parties via social media. Social media marketing, an online means of buying, selling, and exchanging goods and services, is increasingly popular due to convenience, speed, and greater choices. This trend has grown rapidly and is set to expand, leading to increased interest in research which analyzes and processes social media marketing data to gain a new integrated body of knowledge to better serve online business transactions. This research covers a new field, which may cause research and development limitations requiring background knowledge in several areas, such as digital technology, data analytics, and business analysis. This research aims to develop a framework to search for association rule mining of demand and supply data on social media platforms. Data is collected from Twitter and underwent cleansing and labeling for separating into five groups. Hashtag data from tweets is then extracted and transformed to input attributes of the framework. Next, association rule mining is performed using the Apriori algorithm in order to determine frequent items and extract candidate association rules. The last stage is rule selection, which uses Twitter-specific statistical attributes, that is, number of retweets and likes, to select highly effective association rules. The findings are that it is possible to mine association rules relating to demand and supply on Twitter. Based on an analysis of the association rule results, the content of those rules reflects trending activities and events at different times. Such information can be analyzed in further research to design improvements in social media marketing.

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This movement came from the NFT purchasing Metaverse in worldwide countries. The metaverse is adopted in Thailand. Thai citizens access the virtual world to achieve plentiful activities such as joining the game and buying a digital product called NFT. Thus, people use actual payment and exchange an NFT on the metaverse. However, the level of acceptance regarding the NFT purchasing of Thai customers is an important issue that should be concerned. This study explores concerning to Thai perception related to NFT purchasing on the metaverse from 461 target respondents who purchased an NFT on the Metaverse. The exploration result covers 9 factors: personal innovativeness, perceived enjoyment, ease of use, visual attractiveness, perceived risk, social influence, facilitating condition, price value and intention to purchase.