Imaginary people representing real numbers: Generating personas from online social media data

• Main Authors: AN, Jisun, KWAK, Haewoon, JUNG, Soongyo, SALMINEN, Joni, ADMAD, M., JANSEN, Bernard J.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Persona; User analytics; Databases and Information Systems; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/5333; https://ink.library.smu.edu.sg/context/sis_research/article/6337/viewcontent/imaginary_people___PV_LAPTOP_R4BPGPSE.pdf
• Institution: Singapore Management University

We develop a methodology to automate creating imaginary people, referred to as personas, by processing complex behavioral and demographic data of social media audiences. From a popular social media account containing more than 30 million interactions by viewers from 198 countries engaging with more...