Generating cultural personas from social data: A perspective of middle eastern users

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

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

7 Citations (Scopus)

Abstract

We conduct a mixed-method study to better understand the content consumption patterns of Middle Eastern social media users and to explore new ways to present online data by using automatic persona generation. First, we analyze millions of content interactions on YouTube to dynamically generate personas describing behavioral patterns of different demographic groups. Second, we analyze interview data on social media users in the Middle Eastern region to generate additional insights into the dynamically generated personas. Our findings provide insights into social media users in the Middle East, as well as present a novel methodology of using computational analysis and qualitative data enrichment to generate descriptive and culturally receptive personas from social media audiences.

Original languageEnglish
Title of host publicationProceedings - 2017 5th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages120-125
Number of pages6
Volume2017-January
ISBN (Electronic)9781538632819
DOIs
Publication statusPublished - 16 Nov 2017
Event5th IEEE International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017 - Prague, Czech Republic
Duration: 21 Aug 201723 Aug 2017

Other

Other5th IEEE International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017
CountryCzech Republic
CityPrague
Period21/8/1723/8/17

Keywords

  • Middle East
  • Mixed method research
  • Personas
  • Social media analytics

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Information Systems

Cite this

Salminen, J., Şengün, S., Kwak, H., Jansen, B., An, J., Jung, S. G., ... Harrell, D. F. (2017). Generating cultural personas from social data: A perspective of middle eastern users. In Proceedings - 2017 5th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017 (Vol. 2017-January, pp. 120-125). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/FiCloudW.2017.97

Generating cultural personas from social data : A perspective of middle eastern users. / Salminen, Joni; Şengün, Sercan; Kwak, Haewoon; Jansen, Bernard; An, Jisun; Jung, Soon Gyo; Vieweg, Sarah; Harrell, D. Fox.

Proceedings - 2017 5th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017. Vol. 2017-January Institute of Electrical and Electronics Engineers Inc., 2017. p. 120-125.

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

Salminen, J, Şengün, S, Kwak, H, Jansen, B, An, J, Jung, SG, Vieweg, S & Harrell, DF 2017, Generating cultural personas from social data: A perspective of middle eastern users. in Proceedings - 2017 5th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017. vol. 2017-January, Institute of Electrical and Electronics Engineers Inc., pp. 120-125, 5th IEEE International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017, Prague, Czech Republic, 21/8/17. https://doi.org/10.1109/FiCloudW.2017.97
Salminen J, Şengün S, Kwak H, Jansen B, An J, Jung SG et al. Generating cultural personas from social data: A perspective of middle eastern users. In Proceedings - 2017 5th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017. Vol. 2017-January. Institute of Electrical and Electronics Engineers Inc. 2017. p. 120-125 https://doi.org/10.1109/FiCloudW.2017.97
Salminen, Joni ; Şengün, Sercan ; Kwak, Haewoon ; Jansen, Bernard ; An, Jisun ; Jung, Soon Gyo ; Vieweg, Sarah ; Harrell, D. Fox. / Generating cultural personas from social data : A perspective of middle eastern users. Proceedings - 2017 5th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017. Vol. 2017-January Institute of Electrical and Electronics Engineers Inc., 2017. pp. 120-125
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