Social and Behavioral Sciences Commons^™

Guinness Is The "Pumpkin Spice Latte" Of St. Patrick's Day, Jin-A Choi, Yi Luo, Bond Benton

School of Communication and Media Scholarship and Creative Works

This study by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media at Montclair State University shows that Guinness was the most-discussed brand on social media leading up to St. Patrick’s Day, and not just in the traditional ways people share how they drink the popular beer brand. The volume of social media conversations related to Guinness beer and St. Patrick’s Day saw a 25% increase. Most social chats exhibited a happy mood as evidenced by a 62% joyful sentiment.

While the Shamrock Shake …

Chapter Xii: A Comparison And Scenario Analysis Of Leading Data Mining Software, John Wang, Xiaohua Hu, Kimberly Hollister, Dan Zhu

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

Finding the right software is often hindered by different criteria as well as by technology changes. We performed an analytic hierarchy process (AHP) analysis using Expert Choice to determine which data mining package was best suitable for us. Deliberating a dozen alternatives and objectives led us to a series of pair-wise comparisons. When further synthesizing the results, Expert Choice helped us provide a clear rationale for the decision. The issue is that data mining technology is changing very rapidly. Our article focused only on the major suppliers typically available in the market place. The method and the process that we …