Finding influential users of web event in social media

Users of social media have different influences on the evolution of a Web event. Finding influential users could benefit such information services as recommendation and market analysis. However, most of the existing methods are only based on social networks of users or user behaviors while the role of the contents contributed by users in social media is ignored. In fact, a Web event evolves with both user behaviors and the contents. This paper proposes an approach to find influential users by extracting user behavior network and association network of words within the contents and then uses PageRank algorithm and HITS algorithm to calculate the influence of users on the integration of two networks. The proposed approach is effective on several real-world datasets

Exploring Twitter as a game platform; strategies and opportunities for microblogging-based games

Recent years have seen the massive daily engagement of players with games that are integrated with online social networking sites, such as Facebook. However, few games have successfully created engaging experiences through integration with microblogging websites. In this paper, we explore the opportunities and challenges in using Twitter as a platform for playing games, through the case study of the game Hashtag Dungeon, a dungeon-crawling game that uses Twitter for collaborative creation of game content. Two studies were carried out. A quantitative user study with 32 participants demonstrated that players found the game engaging and rewarding. A follow-up qualitative study with 8 participants suggests that Twitter integration in this game is meaningful, but that there are concerns over the impact of the game on players’ Twitter profiles. Based on findings from both studies, we propose strategies for the design of Microblogging-based games, and discuss wider implications of social media integration in games

Social media marketing and advertising

Social media has recently gained tremendous fame as a highly impactful channel of communication in these modern times of digitised living. It has been put on a pedestal across varied streams for facilitating participatory interaction amongst businesses, groups, societies, organisations, consumers, communities, forums, and the like. This subject has received increased attention in the literature with many of its practical applications including social media marketing (SMM) being elaborated, analysed, and recorded by many studies. This study is aimed at collating the existing research on SMM to present a review of seventy-one articles that will bring together the many facets of this rapidly blooming media marketing form. The surfacing limitations in the literature on social media have also been identified and potential research directions have been offered

Viral Marketing Determinants of Top Online Shop Brands in Indonesia

The existence of the internet starts to shifting the purchase as a conventional to online. One of marketing strategies used by online store is viral marketing.The purpose of this study is to find determinant that forms viral marketing based on perceived customers in top brand online store such as lazada.com, olx.com, tokopedia.com, zalora.com, blibli.com, and bhinneka.com. The Research methodology used is the quantitative method with descriptive analysis using factor analysis by a population as 3.271.147 people and the number of sample uses Slovin formulas with confidency level at 95 % obtained as 400 respondents. Based on the result of research, there are twelve factors formed a new factor called viral marketing online store. Based on its priority, those dimensions of viral marketing online store can be sorted as follows: customer recommendation, newsletter, linking strategies, communities, free offer, sweepstakes, list of prospective buyers, chatrooms, reference list, product texts, affiliate programs, dan search engine

A Fundamental Study on Research Challenges Associated with Social Network Analysis

Obtaining large scale data is one of the key challenges in studying social interaction. Understanding social interaction has been a great interest in various research field like sociology, economy, political science, marketing and so on. This paper studies the “need to know” basics about social media, social network and Social Network Analysis[SNA]. In this paper along with introducing some of the studies in this area, a categorization of research subareas was presented and a base has been provided for researchers to briefly get acquainted with some new, attractive and useful research areas. This information has never been available with such a huge volume, detail, and ease and speed of access before. A few number of social data analyst those who are interested in having this information or the results of analyzing it alongside their motivations are: commercial companies for advertising and promoting their products, sociologists for analyzing the behavior and features of different societies, intelligence organizations for preventing and detecting criminal activities, educational and cultural activists for promoting their goals, and employers for acquiring information about job seekers. This paper will sought after for the purpose of having precise knowledge for critically analyzing Social Networks, social media their analytics and their related challenges and opening areas

Social Media Marketing: Gaining a Competitive Advantage by Reaching the Masses

Social media marketing involves the use of online social media tools—such as Facebook, Twitter, and LinkedIn—to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers. However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social media marketing strategy that will prove successful in the long run? Instead of simply focusing on popular social media applications, companies need a set of guidelines with which they can effectively utilize various forms of social media as strategic marketing tools. Therefore, this thesis presents the principles of social media marketing by explaining the social media phenomenon, detailing how to create and capture value with social media, and discussing the process of formulating a social media marketing strategy

Translation of Viral News Topics into Digital Marketing

In today’s digital marketing driven environment, it is essential that organizations understand the strategies behind technology in advertising. Unfortunately, many marketers do not have a strategy when they begin utilizing digital marketing strategies. The purpose of this study is to understand how viral topics translate into digital marketing. The research includes a case study on United Airlines, followed by in-depth interviews with digital marketers, and accompanied by an analysis of the business’ digital marketing campaigns. Analysis of the campaigns reveal the different digital marketing strategies organizations use to build and maintain relationships with consumers. The study concludes with a discussion of the lessons learned from the research: the implementation of viral topics in digital marketing increases brand exposure; focusing more on relationships than sales, increases sales; interesting content promotes interaction

Doctor of Philosophy

dissertationDue to the popularity of Web 2.0 and Social Media in the last decade, the percolation of user generated content (UGC) has rapidly increased. In the financial realm, this results in the emergence of virtual investing communities (VIC) to the investing public. There is an on-going debate among scholars and practitioners on whether such UGC contain valuable investing information or mainly noise. I investigate two major studies in my dissertation. First I examine the relationship between peer influence and information quality in the context of individual characteristics in stock microblogging. Surprisingly, I discover that the set of individual characteristics that relate to peer influence is not synonymous with those that relate to high information quality. In relating to information quality, influentials who are frequently mentioned by peers due to their name value are likely to possess higher information quality while those who are better at diffusing information via retweets are likely to associate with lower information quality. Second I propose a study to explore predictability of stock microblog dimensions and features over stock price directional movements using data mining classification techniques. I find that author-ticker-day dimension produces the highest predictive accuracy inferring that this dimension is able to capture both relevant author and ticker information as compared to author-day and ticker-day. In addition to these two studies, I also explore two topics: network structure of co-tweeted tickers and sentiment annotation via crowdsourcing. I do this in order to understand and uncover new features as well as new outcome indicators with the objective of improving predictive accuracy of the classification or saliency of the explanatory models. My dissertation work extends the frontier in understanding the relationship between financial UGC, specifically stock microblogging with relevant phenomena as well as predictive outcomes

Towards a More Proactive Method

Drawing upon policy analysis and textual analysis of official microblogs, this paper describes how Xi’s new leadership regulates public opinion and public emotion in Chinese microblogs. The paper argues that the advent of the Xi Jinping administration demonstrates much more aggressive ideological demands. On the one hand, the new leadership has increasingly ramped up its efforts on censoring information and repressing critical public opinion. On the other hand, however, it has paid more attention to proactively guiding public opinion on the Internet. New strategies, represented by cultivating self-discipline among Internet users, repressing the insubordinate and wooing obedient public opinion leaders, establishing cooperation between official microblogs, and eliminating emotional outpourings in the microblogsphere have been used in Xi’s new ideological campaign to repress Internet rumours and sanitise critical public discourse

VIRAL TOPIC PREDICTION AND DESCRIPTION IN MICROBLOG SOCIAL NETWORKS

Ph.DDOCTOR OF PHILOSOPH