Why Do You Spread This Message? Understanding Users Sentiment in Social Media Campaigns

Twitter has been increasingly used for spreading messages about campaigns. Such campaigns try to gain followers through their Twitter accounts, influence the followers and spread messages through them. In this paper, we explore the relationship between followers sentiment towards the campaign topic and their rate of retweeting of messages generated by the campaign. Our analysis with followers of multiple social-media campaigns found statistical significant correlations between such sentiment and retweeting rate. Based on our analysis, we have conducted an online intervention study among the followers of different social-media campaigns. Our study shows that targeting followers based on their sentiment towards the campaign can give higher retweet rate than a number of other baseline approaches

Tracking the History and Evolution of Entities: Entity-centric Temporal Analysis of Large Social Media Archives

How did the popularity of the Greek Prime Minister evolve in 2015? How did the predominant sentiment about him vary during that period? Were there any controversial sub-periods? What other entities were related to him during these periods? To answer these questions, one needs to analyze archived documents and data about the query entities, such as old news articles or social media archives. In particular, user-generated content posted in social networks, like Twitter and Facebook, can be seen as a comprehensive documentation of our society, and thus meaningful analysis methods over such archived data are of immense value for sociologists, historians and other interested parties who want to study the history and evolution of entities and events. To this end, in this paper we propose an entity-centric approach to analyze social media archives and we define measures that allow studying how entities were reflected in social media in different time periods and under different aspects, like popularity, attitude, controversiality, and connectedness with other entities. A case study using a large Twitter archive of four years illustrates the insights that can be gained by such an entity-centric and multi-aspect analysis.Comment: This is a preprint of an article accepted for publication in the International Journal on Digital Libraries (2018

Reinforcing attitudes in a gatewatching news era: individual-level antecedents to sharing fact-checks on social media

Despite the prevalence of fact-checking, little is known about who posts fact-checks online. Based upon a content analysis of Facebook and Twitter digital trace data and a linked online survey (N = 783), this study reveals that sharing fact-checks in political conversations on social media is linked to age, ideology, and political behaviors. Moreover, an individual’s need for orientation (NFO) is an even stronger predictor of sharing a fact-check than ideological intensity or relevance, alone, and also influences the type of fact-check format (with or without a rating scale) that is shared. Finally, participants generally shared fact-checks to reinforce their existing attitudes. Consequently, concerns over the effects of fact-checking should move beyond a limited-effects approach (e.g., changing attitudes) to also include reinforcing accurate beliefs.Accepted manuscrip

Quantifying echo chamber effects in information spreading over political communication networks

Echo chambers in online social networks, in which users prefer to interact only with ideologically-aligned peers, are believed to facilitate misinformation spreading and contribute to radicalize political discourse. In this paper, we gauge the effects of echo chambers in information spreading phenomena over political communication networks. Mining 12 million Twitter messages, we reconstruct a network in which users interchange opinions related to the impeachment of the former Brazilian President Dilma Rousseff. We define a continuous {political position} parameter, independent of the network's structure, that allows to quantify the presence of echo chambers in the strongly connected component of the network, reflected in two well-separated communities of similar sizes with opposite views of the impeachment process. By means of simple spreading models, we show that the capability of users in propagating the content they produce, measured by the associated spreadability, strongly depends on their attitude. Users expressing pro-impeachment sentiments are capable to transmit information, on average, to a larger audience than users expressing anti-impeachment sentiments. Furthermore, the users' spreadability is correlated to the diversity, in terms of political position, of the audience reached. Our method can be exploited to identify the presence of echo chambers and their effects across different contexts and shed light upon the mechanisms allowing to break echo chambers.Comment: 9 pages, 4 figures. Supplementary Information available as ancillary fil

What Drives Volunteers to Accept a Digital Platform That Supports NGO Projects?

Technology has become the driving force for both economic and social change. However, the recruitment of volunteers into the projects of non-profit-making organizations (NGO) does not usually make much use of information and communication technology (ICT). Organizations in this sector should incorporate and use digital platforms in order to attract the most well-prepared and motivated young volunteers. The main aim of this paper is to use an extended Technology Acceptance Model (TAM) to analyze the acceptance of a technological platform that provides a point of contact for non-profit-making organizations and potential volunteers. The TAM is used to find the impact that this new recruitment tool for volunteers can have on an ever-evolving industry. The TAM has been extended with the image and reputation and visual identity variables in order to measure the influence of these non-profit-making organizations on the establishment and implementation of a social network recruitment platform. The data analyzed are from a sample of potential volunteers from non-profit-making organizations in Spain. A structural equation approach using partial least squares was used to evaluate the acceptance model. The results provide an important contribution to the literature about communication in digital environments by non-profit-making organizations as well as strategies to improve their digital reputation

Cultures in Community Question Answering

CQA services are collaborative platforms where users ask and answer questions. We investigate the influence of national culture on people's online questioning and answering behavior. For this, we analyzed a sample of 200 thousand users in Yahoo Answers from 67 countries. We measure empirically a set of cultural metrics defined in Geert Hofstede's cultural dimensions and Robert Levine's Pace of Life and show that behavioral cultural differences exist in community question answering platforms. We find that national cultures differ in Yahoo Answers along a number of dimensions such as temporal predictability of activities, contribution-related behavioral patterns, privacy concerns, and power inequality.Comment: Published in the proceedings of the 26th ACM Conference on Hypertext and Social Media (HT'15