Correlation of Brand Mentions in Social Media and Web Searching before and after Real Life Events: Phase Analysis of Social Media and Search Data for Super Bowl 2015 Commercials

Partha Mukherjee, Bernard Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Citations (Scopus)

Abstract

The integration of social media technologies with second screen devices during the broadcasts of in-real-life events facilitates a mode of online conversation we refer to as the social soundtrack. In this research, we compute the correlations between the comments people post in the social soundtrack on various platforms (i.e., Twitter, Instagram and Tumblr) and the terms people search for on a major web search engine (i.e., Google). The broadcast media event for this research is Super Bowl 2015 commercials. Using statistical t-tests, we compare the correlations between the relative volume of searching, obtained via Google Trends, and the relative volume of social soundtrack postings on each of three social media platforms for two temporal phases (Pre and Post) for Super Bowl 2015. We exclude the game day from our research due to insufficiency of granularity for search data on the game day. Research results show that there is no overall significant difference in phase correlation between social media and search data. However, at the individual level, there are brands that do show significant correlation between phases. The number of significant positive correlations between the social soundtrack postings and web search concerning brands are considerably high compared to the number of significant negative correlations in both phases. The research results are important in identifying the temporal trends and interplay between type of social media platforms and searching concerning the sharing of brand mentions in word-of-mouth marketing. The result will eventually help retailers focusing on the brands with higher correlations to lever the opportunity of electronic word of mouth advertising.

Original languageEnglish
Title of host publicationProceedings - 15th IEEE International Conference on Data Mining Workshop, ICDMW 2015
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages21-26
Number of pages6
ISBN (Print)9781467384926
DOIs
Publication statusPublished - 29 Jan 2016
Event15th IEEE International Conference on Data Mining Workshop, ICDMW 2015 - Atlantic City, United States
Duration: 14 Nov 201517 Nov 2015

Other

Other15th IEEE International Conference on Data Mining Workshop, ICDMW 2015
CountryUnited States
CityAtlantic City
Period14/11/1517/11/15

Fingerprint

Marketing
Statistical tests
Search engines

Keywords

  • search channel
  • second screen
  • social networks
  • social soundtrack
  • Super Bowl 2015

ASJC Scopus subject areas

  • Electrical and Electronic Engineering
  • Computer Science Applications

Cite this

Mukherjee, P., & Jansen, B. (2016). Correlation of Brand Mentions in Social Media and Web Searching before and after Real Life Events: Phase Analysis of Social Media and Search Data for Super Bowl 2015 Commercials. In Proceedings - 15th IEEE International Conference on Data Mining Workshop, ICDMW 2015 (pp. 21-26). [7395647] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICDMW.2015.60

Correlation of Brand Mentions in Social Media and Web Searching before and after Real Life Events : Phase Analysis of Social Media and Search Data for Super Bowl 2015 Commercials. / Mukherjee, Partha; Jansen, Bernard.

Proceedings - 15th IEEE International Conference on Data Mining Workshop, ICDMW 2015. Institute of Electrical and Electronics Engineers Inc., 2016. p. 21-26 7395647.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Mukherjee, P & Jansen, B 2016, Correlation of Brand Mentions in Social Media and Web Searching before and after Real Life Events: Phase Analysis of Social Media and Search Data for Super Bowl 2015 Commercials. in Proceedings - 15th IEEE International Conference on Data Mining Workshop, ICDMW 2015., 7395647, Institute of Electrical and Electronics Engineers Inc., pp. 21-26, 15th IEEE International Conference on Data Mining Workshop, ICDMW 2015, Atlantic City, United States, 14/11/15. https://doi.org/10.1109/ICDMW.2015.60
Mukherjee P, Jansen B. Correlation of Brand Mentions in Social Media and Web Searching before and after Real Life Events: Phase Analysis of Social Media and Search Data for Super Bowl 2015 Commercials. In Proceedings - 15th IEEE International Conference on Data Mining Workshop, ICDMW 2015. Institute of Electrical and Electronics Engineers Inc. 2016. p. 21-26. 7395647 https://doi.org/10.1109/ICDMW.2015.60
Mukherjee, Partha ; Jansen, Bernard. / Correlation of Brand Mentions in Social Media and Web Searching before and after Real Life Events : Phase Analysis of Social Media and Search Data for Super Bowl 2015 Commercials. Proceedings - 15th IEEE International Conference on Data Mining Workshop, ICDMW 2015. Institute of Electrical and Electronics Engineers Inc., 2016. pp. 21-26
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