Earticle

초록

영어

In recent years, with the increasing popularity of diverse online social network sites, such as Facebook, Twitter, Blogger, YouTube, LinkedIn, and MySpace, a massive amount of data has become available. Applying data mining techniques to social media can yield interesting perspectives to understanding individual and human behavior, detecting hot issues and topics, or discovering a group and community. This study aims to address the question of how people use Twitter and to assess the power of Twitter in terms of creating consumer interest in commercials based on an analysis of Twitter messages about various Super Bowl ads. Instead of relying on the audience’s responses, this study adopts a hybrid approach, combining a data-mining approach to collect, filter and analyze a massive amount of tweets with manual content analysis.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1. Uses and Gratification
  2.2. Analysis of the Super Bowl Advertising and Event
 3. Case Study
  3.1. Research Questions
  3.2. Data Collection
  3.3. Experimental Results
 4. Conclusions
 Acknowledgements
 References

키워드

저자

• Hyeonjeong Shin [ Department of Computer Science, Shinhan University, 95, Hoam-ro, Uijeongbu-si, Gyeonggi-do 480-857, Republic of Korea ]
• Changhyun Byun [ Research & Development, Fasoo.com, Inc., 396 World Cup Buk-ro, Mapo-gu, Seoul 121-795, Republic of Korea ]
• Hyeoncheol Lee [ Department of Computer and Information, Towson University, 7800 York Rd, Towson, MD 21093, U.S.A ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Multimedia and Ubiquitous Engineering

• 간기

  월간

• pISSN

  1975-0080

• 수록기간

  2008~2016

• 등재여부

  SCOPUS

• 십진분류

  KDC 505 DDC 605