Utilizing machine learning to determine whether an in-person customer follows a merchant on social media

A device, comprising:

• one or more memories;
• and
• one or more processors, communicatively coupled to the one or more memories, configured to:
• receive, from a point-of-sale device, a name of a customer conducting a transaction with a merchant, an image of the customer, and a geographical location of the merchant;
• process the name of the customer, the image of the customer, the geographical location of the merchant, and social media data, with a machine learning model, to identify a social media account of the customer;
• determine, based on the social media data, whether the social media account of the customer follows the merchant;
• and
• perform one or more actions based on whether the social media account of the customer follows the merchant.

A non-transitory computer-readable medium storing instructions, the instructions comprising:

• one or more instructions that, when executed by one or more processors, cause the one or more processors to:
• receive, from a point-of-sale device, transaction data associated with a transaction between a customer and a merchant associated with the point-of-sale device;
• determine a customer email address of the customer and other data associated with the transaction, the customer, or the merchant, based on the transaction data and customer data identifying the customer;
• process the customer email address, the other data, and social media data, with a machine learning model, to identify a social media account of the customer,
• wherein the machine learning model is trained based on historical customer email addresses, historical other data, and historical social media data,
• wherein the social media data includes data identifying a plurality of social media accounts, and
• wherein the plurality of social media accounts includes the social media account of the customer;
• determine, based on the social media data, whether the social media account of the customer follows the merchant;
• and
• perform one or more actions based on whether the social media account of the customer follows the merchant.