Publication Type

Conference Proceeding Article

Version

acceptedVersion

Publication Date

8-2017

Abstract

We conduct a mixed-method study to better understand the content consumption patterns of Middle Eastern social media users and to explore new ways to present online data by using automatic persona generation. First, we analyze millions of content interactions on YouTube to dynamically generate personas describing behavioral patterns of different demographic groups. Second, we analyze interview data on social media users in the Middle Eastern region to generate additional insights into the dynamically generated personas. Our findings provide insights into social media users in the Middle East, as well as present a novel methodology of using computational analysis and qualitative data enrichment to generate descriptive and culturally receptive personas from social media audiences.

Keywords

Social media analytics, personas; Middle East, mixed method research

Discipline

Databases and Information Systems | Numerical Analysis and Scientific Computing | Social Media

Research Areas

Data Science and Engineering

Publication

2017 5th International Conference on Future Internet of Things and Cloud Workshops (FiCloudW): Prague, Czeh Republic, August 21-23: Proceedings

First Page

120

Last Page

125

ISBN

9781538632826

Identifier

10.1109/FiCloudW.2017.97

Publisher

IEEE Computer Society

City or Country

Los Alamitos, CA

Additional URL

https://doi.org/10.1109/FiCloudW.2017.97

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