From 2,772 segments to five personas

Summarizing a diverse online audience by generating culturally adapted personas

Joni Salminen, Sercan Şengün, Haewoon Kwak, Bernard Jansen, Jisun An, Soon Gyo Jung, Sarah Vieweg, D. Fox Harrell

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

Understanding users in the era of social media is challenging, requiring organizations to adopt novel computation-aided approaches. To exemplify such an approach, we retrieved information on millions of interactions with YouTube video content from a major Middle Eastern media outlet, to automatically generate personas that capture how different audience segments interact with thousands of individual content pieces. Then, we used qualitative data to provide additional insights into the automatically generated persona profiles. Our findings provide insights into social media usage in the Middle East and demonstrate the application of a novel methodology that generates culturally adapted personas of social media audiences, summarizing complex social analytics data into human portrayals that are easy to understand by end users in real organizations.

Original languageEnglish
Article number1
JournalFirst Monday
Volume23
Issue number6
Publication statusPublished - 1 Jun 2018

Fingerprint

social media
Middle East
video
methodology
interaction

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Networks and Communications

Cite this

From 2,772 segments to five personas : Summarizing a diverse online audience by generating culturally adapted personas. / Salminen, Joni; Şengün, Sercan; Kwak, Haewoon; Jansen, Bernard; An, Jisun; Jung, Soon Gyo; Vieweg, Sarah; Harrell, D. Fox.

In: First Monday, Vol. 23, No. 6, 1, 01.06.2018.

Research output: Contribution to journalArticle

Salminen, Joni ; Şengün, Sercan ; Kwak, Haewoon ; Jansen, Bernard ; An, Jisun ; Jung, Soon Gyo ; Vieweg, Sarah ; Harrell, D. Fox. / From 2,772 segments to five personas : Summarizing a diverse online audience by generating culturally adapted personas. In: First Monday. 2018 ; Vol. 23, No. 6.
@article{01f3ef7c0e8745e29b800ba8a1fb3d21,
title = "From 2,772 segments to five personas: Summarizing a diverse online audience by generating culturally adapted personas",
abstract = "Understanding users in the era of social media is challenging, requiring organizations to adopt novel computation-aided approaches. To exemplify such an approach, we retrieved information on millions of interactions with YouTube video content from a major Middle Eastern media outlet, to automatically generate personas that capture how different audience segments interact with thousands of individual content pieces. Then, we used qualitative data to provide additional insights into the automatically generated persona profiles. Our findings provide insights into social media usage in the Middle East and demonstrate the application of a novel methodology that generates culturally adapted personas of social media audiences, summarizing complex social analytics data into human portrayals that are easy to understand by end users in real organizations.",
author = "Joni Salminen and Sercan Şeng{\"u}n and Haewoon Kwak and Bernard Jansen and Jisun An and Jung, {Soon Gyo} and Sarah Vieweg and Harrell, {D. Fox}",
year = "2018",
month = "6",
day = "1",
language = "English",
volume = "23",
journal = "First Monday",
issn = "1396-0466",
publisher = "First Monday",
number = "6",

}

TY - JOUR

T1 - From 2,772 segments to five personas

T2 - Summarizing a diverse online audience by generating culturally adapted personas

AU - Salminen, Joni

AU - Şengün, Sercan

AU - Kwak, Haewoon

AU - Jansen, Bernard

AU - An, Jisun

AU - Jung, Soon Gyo

AU - Vieweg, Sarah

AU - Harrell, D. Fox

PY - 2018/6/1

Y1 - 2018/6/1

N2 - Understanding users in the era of social media is challenging, requiring organizations to adopt novel computation-aided approaches. To exemplify such an approach, we retrieved information on millions of interactions with YouTube video content from a major Middle Eastern media outlet, to automatically generate personas that capture how different audience segments interact with thousands of individual content pieces. Then, we used qualitative data to provide additional insights into the automatically generated persona profiles. Our findings provide insights into social media usage in the Middle East and demonstrate the application of a novel methodology that generates culturally adapted personas of social media audiences, summarizing complex social analytics data into human portrayals that are easy to understand by end users in real organizations.

AB - Understanding users in the era of social media is challenging, requiring organizations to adopt novel computation-aided approaches. To exemplify such an approach, we retrieved information on millions of interactions with YouTube video content from a major Middle Eastern media outlet, to automatically generate personas that capture how different audience segments interact with thousands of individual content pieces. Then, we used qualitative data to provide additional insights into the automatically generated persona profiles. Our findings provide insights into social media usage in the Middle East and demonstrate the application of a novel methodology that generates culturally adapted personas of social media audiences, summarizing complex social analytics data into human portrayals that are easy to understand by end users in real organizations.

UR - http://www.scopus.com/inward/record.url?scp=85047843908&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85047843908&partnerID=8YFLogxK

M3 - Article

VL - 23

JO - First Monday

JF - First Monday

SN - 1396-0466

IS - 6

M1 - 1

ER -