From 2,772 segments to five personas: Summarizing a diverse online audience by generating culturally adapted personas

• Main Authors: SALMINEN, Joni, SENGUN, Sercan, KWAK, Haewoon, JANSEN, Bernard J., AN, Jisun, JUNG, Soon-gyu, VIEWEG, Sarah, HARRELL, D. Fox
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Databases and Information Systems; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/5332; https://ink.library.smu.edu.sg/context/sis_research/article/6336/viewcontent/from_2772___PV.pdf
• Institution: Singapore Management University

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 automaticall...