Publication Type
Journal Article
Version
publishedVersion
Publication Date
6-2018
Abstract
Understanding users in the era of social media is challenging, requiring organizations to adopt novel computation-aided approaches. To exemplify such an approach, we retrieved information on millions of interactions with YouTube video content from a major Middle Eastern media outlet, to automatically generate personas that capture how different audience segments interact with thousands of individual content pieces. Then, we used qualitative data to provide additional insights into the automatically generated persona profiles. Our findings provide insights into social media usage in the Middle East and demonstrate the application of a novel methodology that generates culturally adapted personas of social media audiences, summarizing complex social analytics data into human portrayals that are easy to understand by end users in real organizations.
Discipline
Databases and Information Systems | Social Media
Research Areas
Data Science and Engineering
Publication
First Monday
Volume
23
Issue
6
Last Page
1
ISSN
1396-0466
Identifier
10.5210/fm.v23i6.8415
Publisher
University of Illinois at Chicago Library
Citation
1
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.5210/fm.v23i6.8415