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Register a new userTowards Successful Social Media Advertising: Predicting the Influence of Commercial Tweets
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Added by
Renhao Cui
Publication date
2019
fields
Informatics Engineering
and research's language is
English
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Businesses communicate using Twitter for a variety of reasons -- to raise awareness of their brands, to market new products, to respond to community comments, and to connect with their customers and potential customers in a targeted manner. For businesses to do this effectively, they need to understand which content and structural elements about a tweet make it influential, that is, widely liked, followed, and retweeted. This paper presents a systematic methodology for analyzing commercial tweets, and predicting the influence on their readers. Our model, which use a combination of decoration and meta features, outperforms the prediction ability of the baseline model as well as the tweet embedding model. Further, in order to demonstrate a practical use of this work, we show how an unsuccessful tweet may be engineered (for example, reworded) to increase its potential for success.
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Companies and financial investors are paying increasing attention to social consciousness in developing their corporate strategies and making investment decisions to support a sustainable economy for the future. Public discussion on incidents and events -- controversies -- of companies can provide valuable insights on how well the company operates with regards to social consciousness and indicate the companys overall operational capability. However, there are challenges in evaluating the degree of a companys social consciousness and environmental sustainability due to the lack of systematic data. We introduce a system that utilizes Twitter data to detect and monitor controversial events and show their impact on market volatility. In our study, controversial events are identified from clustered tweets that share the same 5W terms and sentiment polarities of these clusters. Credible news links inside the event tweets are used to validate the truth of the event. A case study on the Starbucks Philadelphia arrests shows that this method can provide the desired functionality.
Basic human values represent a set of values such as security, independence, success, kindness, and pleasure, which we deem important to our lives. Each of us holds different values with different degrees of significance. Existing studies show that values of a person can be identified from their social network usage. However, the value priority of a person may change over time due to different factors such as life experiences, influence, social structure and technology. Existing studies do not conduct any analysis regarding the change of users value from the social influence, i.e., group persuasion, form the social media usage. In our research, first, we predict users value score by the influence of friends from their social media usage. We propose a Bounded Confidence Model (BCM) based value dynamics model from 275 different ego networks in Facebook that predicts how social influence may persuade a person to change their value over time. Then, to predict better, we use particle swarm optimization based hyperparameter tuning technique. We observe that these optimized hyperparameters produce accurate future value score. We also run our approach with different machine learning based methods and find support vector regression (SVR) outperforms other regressor models. By using SVR with the best hyperparameters of BCM model, we find the lowest Mean Squared Error (MSE) score 0.00347.
The problem of predicting peoples participation in real-world events has received considerable attention as it offers valuable insights for human behavior analysis and event-related advertisement. Today social networks (e.g. Twitter) widely reflect large popular events where people discuss their interest with friends. Event participants usually stimulate friends to join the event which propagates a social influence in the network. In this paper, we propose to model the social influence of friends on event attendance. We consider non-geotagged posts besides structures of social groups to infer users attendance. To leverage the information on network topology we apply some of recent graph embedding techniques such as node2vec, HARP and Poincar`e. We describe the approach followed to design the feature space and feed it to a neural network. The performance evaluation is conducted using two large music festivals datasets, namely the VFestival and Creamfields. The experimental results show that our classifier outperforms the state-of-the-art baseline with 89% accuracy observed for the VFestival dataset.
A growing number of empirical studies suggest that negative advertising is effective in campaigning, while the mechanisms are rarely mentioned. With the scandal of Cambridge Analytica and Russian intervention behind the Brexit and the 2016 presidential election, people have become aware of the political ads on social media and have pressured congress to restrict political advertising on social media. Following the related legislation, social media companies began disclosing their political ads archive for transparency during the summer of 2018 when the midterm election campaign was just beginning. This research collects the data of the related political ads in the context of the U.S. midterm elections since August to study the overall pattern of political ads on social media and uses sets of machine learning methods to conduct sentiment analysis on these ads to classify the negative ads. A novel approach is applied that uses AI image recognition to study the image data. Through data visualization, this research shows that negative advertising is still the minority, Republican advertisers and third party organizations are more likely to engage in negative advertising than their counterparts. Based on ordinal regressions, this study finds that anger evoked information-seeking is one of the main mechanisms causing negative ads to be more engaging and effective rather than the negative bias theory. Overall, this study provides a unique understanding of political advertising on social media by applying innovative data science methods. Further studies can extend the findings, methods, and datasets in this study, and several suggestions are given for future research.
Gender and racial diversity in the mediated images from the media shape our perception of different demographic groups. In this work, we investigate gender and racial diversity of 85,957 advertising images shared by the 73 top international brands on Instagram and Facebook. We hope that our analyses give guidelines on how to build a fully automated watchdog for gender and racial diversity in online advertisements.
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