Identifying Emotions in Social Media: Comparison of Word-emotion lexica

In recent years, emotions expressed in social media messages have become a vivid research topic due to their influence on the spread of misinformation and online radicalization over online social networks. Thus, it is important to correctly identify emotions in order to make inferences from social media messages. In this paper, we report on the performance of three publicly available word-emotion lexicons (NRC, DepecheMood, EmoSenticNet) over a set of Facebook and Twitter messages. To this end, we designed and implemented an algorithm that applies natural language processing (NLP) techniques along with a number of heuristics that reflect the way humans naturally assess emotions in written texts. In order to evaluate the appropriateness of the obtained emotion scores, we conducted a questionnaire-based survey with human raters. Our results show that there are noticeable differences between the performance of the lexicons as well as with respect to emotion scores the human raters provided in our surve

The integrated theory of emotional behavior follows a radically goal-directed approach

status: publishe

An analysis of emotion-exchange motifs in multiplex networks during emergency events

In this paper, we present an analysis of the emotion-exchange patterns that arise from Twitter messages sent during emergency events. To this end, we performed a systematic structural analysis of the multiplex communication network that we derived from a data-set including more than 1.9 million tweets that have been sent during five recent shootings and terror events. In order to study the local communication structures that emerge as Twitter users directly exchange emotional messages, we propose the concept of emotion-exchangemotifs. Our findings suggest that emotion-exchange motifs which contain reciprocal edges (indicating online conversations) only emerge when users exchange messages that convey anger or fear, either in isolation or in any combination with another emotion. In contrast, the expression of sadness, disgust, surprise, as well as any positive emotion are rather characteristic for emotion-exchange motifs representing one-way communication patterns (instead of online conversations). Among other things, we also found that a higher structural similarity exists between pairs of network layers consisting of one high-arousal emotion and one low-arousal emotion, rather than pairs of network layers belonging to the same arousal dimension

PLAYING THE GAME: VIDEO GAMES AND VIDEO GAME STREAMING PLATFORMS AS MARKETING COMMUNICATION CHANNELS

While video games are generally viewed as a form of entertainment for a small subset of people, in reality they provide a channel for nearly 3.2 billion people to interact with others and offer multiple pathways for marketers to interact with consumers. Pair this alongside 140 million unique consumers who consumer nearly 24 billion hours of content on video game streaming platforms (VGSPs), such as Twitch, and there is a deep need for marketers to understand how to engage consumers in these environments. This dissertation provides a conceptualization of the video game ecosystem as well as the types of influencers on VGSPs, while highlighting important marketer-to-consumer interactions that occur through these platforms. In the first essay, I provide a new framework called the video game ecosystem to show how video games can be leveraged as a marketing communication channel and how it differs from other popular channels, such as social media and television. Furthermore, I identify 7 testable propositions from the marketer’s perspective I believe will meaningfully direct the current marketing practice while shaping marketing research’s future including outlining the ways marketers should build and present content through this channel, highlighting marketer-consumer interactions unique to this ecosystem, and showcasing the potential ways firms can leverage the video game ecosystem in their marketing strategies. Finally, in this essay I present 12 future research areas to help kickstart marketing research in this domain. In the second essay, I present a new conceptualization of influencer marketing through VGSPs. Specifically, I highlight how influencer-to-influencer (I2I), influencer-to-consumer (I2C), and consumer-to-consumer (C2C) relationships differ on VGSPs compared to traditional social media platforms, and how these relationships impact consumers downstream. I identify two unique types of influencers on VGSPs (video game streamers and esports athletes) and provide 6 novel propositions regarding the formation of social networks around these influencers. Finally, I provide 8 research areas to help shape the future of consumer research across multiple domains

Rethinking Populism in the Digital Age: Social Networks, Political Affects and Post-Truth Democracies

Although populism is not a new phenomena, its rise in the aftermath of the financial crisis presents some novelties that are worth exploring. Mostly, they refer to the transformation of the public sphere in the digital era, which has changed how political actors and citizens relate to each other and hence the discursive and non-discursive practices chosen by the former. This includes a more direct communication between populist leaders and their base, the creation of channels that sideline those of the mainstream media, as well as the emergence of "post-truth" as a framework that gives new value to narratives as conveyors of political values that disrupt established social conventions. In order to understand these features -which, their novelty notwithstanding, do not change populism's "thin" ideological core- attention is due to the emotional dimension of populist practices. Strictly speaking, they are not new: new are the lens through which we observe them after the affective turn experienced by social sciences in the last decade. Yet social networks are in themselves rather affective technologies, fostering an emotionally charged communication and facilitating the means by which individuals can feel engaged with their "moral tribe" -isolating themselves from other discourses or narratives. This paper will reflect upon these transformations from the vantage point of political theory, emphasizing how the digitization of the public sphere has influenced the way in which populist actors across liberal democracies create their publics and address them, as well as the increasing relevance of affects in explanations about political life.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech