Mining microblogs for culture-awareness in web adaptation

Prior studies in sociology and human-computer interaction indicate that persons from different countries and cultural origins tend to have their preferences in real-life communication and the usage of web and social media applications. With Twitter data, statistical and machine learning tools, this study advances our understand ing of microblogging in respect of cultural differences and demonstrates possible solutions of inferring and exploiting cultural origins for building adaptive web ap plications. Our findings reveal statistically significant differences in Twitter feature usage in respect of geographic locations of users. These differences in microblogger behaviour and user language defined in user profiles enabled us to infer user country origins with an accuracy of more than 90%. Other user origin predictive solutions we proposed do not require other data sources and human involvement for training the models, enabling the high accuracy of user country inference when exploiting information extracted from a user followers’ network, or with data derived from Twitter profiles. With origin predictive models, we analysed communication and privacy preferences and built a culture-aware recommender system. Our analysis of friend responses shows that Twitter users tend to communicate mostly within their cultural regions. Usage of privacy settings showed that privacy perceptions differ across cultures. Finally, we created and evaluated movie recommendation strategies considering user cultural groups, and addressed a cold-start scenario with a new user. We believe that the findings discussed give insights into the sociological and web research, in particular on cultural differences in online communication

Usage and Consequences of Privacy Settings in Microblogs

Twitter facilitates borderless communication, informing us about real-life events and news. To address privacy needs, Twitter provides various security settings. However, users with protected profiles are limited to their friendship circles and thus might have less visibility from outside of their networks. Previous research on privacy reveals information leakage and security threats in social networks despite of privacy protection enabled. In this context, could protecting microblogging content be counterproductive for individual users? Would microbloggers use Twitter more effectively when opening their content for everyone rather than protecting their profiles? Are user profile protection features necessary? We wanted to address this controversy by studying how microbloggers exploit privacy and geo-location setting controls. We followed a set of user profiles during half of year and compared their usage of Twitter features including status updates, favorites, being listed, adding friends and follower contacts. Our findings revealed that protecting user accounts is not always detrimental to exploiting the main microblogging features. Additionally, we found that users across geographic regions have different privacy preferences. Our results enable us to get insights into privacy issues in microblogs, underlining the need of respecting user privacy in microblogs. We suggest to further research user privacy controls usage in order to understand user goals and motivations for sharing and disclosing their microblogging data online with the focus on user cultural origins