Social and Behavioral Sciences Commons^™

Viewed By Too Many Or Viewed Too Little: Using Information Dissemination For Audience Segmentation, Bernard J. Jansen, Soon-Gyu Jung, Joni Salminen, Jisun An, Haewoon Kwak

Research Collection School Of Computing and Information Systems

The identification of meaningful audience segments, such as groups of users, consumers, readers, audience, etc., has important applicability in a variety of domains, including for content publishing. In this research, we seek to develop a technique for determining both information dissemination and information discrimination of online content in order to isolate audience segments. The benefits of the technique include identification of the most impactful content for analysis. With 4,320 online videos from a major news organization, a set of audience attributes, and more than 58 million interactions from hundreds of thousands of users, we isolate the key pieces of content …