Validating social media data for automatic persona generation

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

1 Citation (Scopus)

Abstract

Using personas during interactive design has considerable potential for product and content development. Unfortunately, personas have typically been a fairly static technique. In this research, we validate an approach for creating personas in real time, based on analysis of actual social media data in an effort to automate the generation of personas. We validate that social media data can be implemented as an approach for automating generating personas in real time using actual YouTube social media data from a global media corporation that produces online digital content. Using the organization's YouTube channel, we collect demographic data, customer interactions, and topical interests, leveraging more than 188,000 subscriber profiles and more than 30 million user interactions. Then, we conduct statistical analysis on the social media data to determine whether the data could lead to the generation of valid personas based on statistically difference market segments. Findings show that customers can be segmented using product topics by gender and age based using social media data. However, our findings also show that the data is biased by the content created. The results offer insights into competitive marketing and product preferences for the consumers of the online digital content. Implications are that personas can be generated in real-time using social media data, instead of a time-consuming manual development process.

Original languageEnglish
Title of host publication2016 IEEE/ACS 13th International Conference of Computer Systems and Applications, AICCSA 2016 - Proceedings
PublisherIEEE Computer Society
ISBN (Electronic)9781509043200
DOIs
Publication statusPublished - 9 Jun 2017
Event13th IEEE/ACS International Conference of Computer Systems and Applications, AICCSA 2016 - Agadir, Morocco
Duration: 29 Nov 20162 Dec 2016

Other

Other13th IEEE/ACS International Conference of Computer Systems and Applications, AICCSA 2016
CountryMorocco
CityAgadir
Period29/11/162/12/16

Fingerprint

Marketing
Statistical methods
Industry

Keywords

  • Design method
  • Marketing
  • Online news
  • Persona
  • Scenario
  • User-centered design

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications
  • Hardware and Architecture
  • Signal Processing
  • Control and Systems Engineering
  • Electrical and Electronic Engineering

Cite this

An, J., Kwak, H., & Jansen, B. (2017). Validating social media data for automatic persona generation. In 2016 IEEE/ACS 13th International Conference of Computer Systems and Applications, AICCSA 2016 - Proceedings [7945816] IEEE Computer Society. https://doi.org/10.1109/AICCSA.2016.7945816

Validating social media data for automatic persona generation. / An, Jisun; Kwak, Haewoon; Jansen, Bernard.

2016 IEEE/ACS 13th International Conference of Computer Systems and Applications, AICCSA 2016 - Proceedings. IEEE Computer Society, 2017. 7945816.

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

An, J, Kwak, H & Jansen, B 2017, Validating social media data for automatic persona generation. in 2016 IEEE/ACS 13th International Conference of Computer Systems and Applications, AICCSA 2016 - Proceedings., 7945816, IEEE Computer Society, 13th IEEE/ACS International Conference of Computer Systems and Applications, AICCSA 2016, Agadir, Morocco, 29/11/16. https://doi.org/10.1109/AICCSA.2016.7945816
An J, Kwak H, Jansen B. Validating social media data for automatic persona generation. In 2016 IEEE/ACS 13th International Conference of Computer Systems and Applications, AICCSA 2016 - Proceedings. IEEE Computer Society. 2017. 7945816 https://doi.org/10.1109/AICCSA.2016.7945816
An, Jisun ; Kwak, Haewoon ; Jansen, Bernard. / Validating social media data for automatic persona generation. 2016 IEEE/ACS 13th International Conference of Computer Systems and Applications, AICCSA 2016 - Proceedings. IEEE Computer Society, 2017.
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