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

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...

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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
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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
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spelling sg-smu-ink.sis_research-63372020-10-23T07:38:15Z Imaginary people representing real numbers: Generating personas from online social media data AN, Jisun KWAK, Haewoon JUNG, Soongyo SALMINEN, Joni ADMAD, M. JANSEN, Bernard J. 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 than 4,200 online videos produced by a global media corporation, we demonstrate that our methodology has several novel accomplishments, including: (a) identifying distinct user behavioral segments based on the user content consumption patterns; (b) identifying impactful demographics groupings; and (c) creating rich persona descriptions by automatically adding pertinent attributes, such as names, photos, and personal characteristics. We validate our approach by implementing the methodology into an actual working system; we then evaluate it via quantitative methods by examining the accuracy of predicting content preference of personas, the stability of the personas over time, and the generalizability of the method via applying to two other datasets. Research findings show the approach can develop rich personas representing the behavior and demographics of real audiences using privacy-preserving aggregated online social media data from major online platforms. Results have implications for media companies and other organizations distributing content via online platforms. 2018-11-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/sis_research/5333 info:doi/10.1145/3265986 https://ink.library.smu.edu.sg/context/sis_research/article/6337/viewcontent/imaginary_people___PV_LAPTOP_R4BPGPSE.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection School Of Computing and Information Systems eng Institutional Knowledge at Singapore Management University Persona User analytics Databases and Information Systems Social Media
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Persona
User analytics
Databases and Information Systems
Social Media
spellingShingle Persona
User analytics
Databases and Information Systems
Social Media
AN, Jisun
KWAK, Haewoon
JUNG, Soongyo
SALMINEN, Joni
ADMAD, M.
JANSEN, Bernard J.
Imaginary people representing real numbers: Generating personas from online social media data
description 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 than 4,200 online videos produced by a global media corporation, we demonstrate that our methodology has several novel accomplishments, including: (a) identifying distinct user behavioral segments based on the user content consumption patterns; (b) identifying impactful demographics groupings; and (c) creating rich persona descriptions by automatically adding pertinent attributes, such as names, photos, and personal characteristics. We validate our approach by implementing the methodology into an actual working system; we then evaluate it via quantitative methods by examining the accuracy of predicting content preference of personas, the stability of the personas over time, and the generalizability of the method via applying to two other datasets. Research findings show the approach can develop rich personas representing the behavior and demographics of real audiences using privacy-preserving aggregated online social media data from major online platforms. Results have implications for media companies and other organizations distributing content via online platforms.
format text
author AN, Jisun
KWAK, Haewoon
JUNG, Soongyo
SALMINEN, Joni
ADMAD, M.
JANSEN, Bernard J.
author_facet AN, Jisun
KWAK, Haewoon
JUNG, Soongyo
SALMINEN, Joni
ADMAD, M.
JANSEN, Bernard J.
author_sort AN, Jisun
title Imaginary people representing real numbers: Generating personas from online social media data
title_short Imaginary people representing real numbers: Generating personas from online social media data
title_full Imaginary people representing real numbers: Generating personas from online social media data
title_fullStr Imaginary people representing real numbers: Generating personas from online social media data
title_full_unstemmed Imaginary people representing real numbers: Generating personas from online social media data
title_sort imaginary people representing real numbers: generating personas from online social media data
publisher Institutional Knowledge at Singapore Management University
publishDate 2018
url 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
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