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Full-Text Articles in Communication
Persona Generation From Aggregated Social Media Data, Soon-Gyo Jung, Jisun An, Haewoon Kwak, Moeed Ahmad, Lene Nielsen, Bernard J. Jansen
Persona Generation From Aggregated Social Media Data, Soon-Gyo Jung, Jisun An, Haewoon Kwak, Moeed Ahmad, Lene Nielsen, Bernard J. Jansen
Research Collection School Of Computing and Information Systems
We develop a methodology for persona generation using real time social media data for the distribution of products via online platforms. From a large social media account containing more than 30 million interactions from users from 181 countries engaging with more than 4,200 digital products produced by a global media corporation, we demonstrate that our methodology can first identify both distinct and impactful user segments and then create persona descriptions by automatically adding pertinent features, such as names, photos, and personal attributes. We validate our approach by implementing the methodology into an actual working system that leverages large scale online …
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
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 …