Persona generation from aggregated social media data

• Main Authors: Jung, Soon-Gyo, AN, Jisun, KWAK, Haewoon, Ahmad, Moeed, Nielsen, Lene, Jansen, Bernard J.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2017
• Subjects: Persona; User Experience Research; User Analytics; Databases and Information Systems; Numerical Analysis and Scientific Computing; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/6289; https://ink.library.smu.edu.sg/context/sis_research/article/7292/viewcontent/Persona_2017_pv.pdf
• Institution: Singapore Management University

We develop a methodology for persona generation using real time social media data for the distribution of products via online platforms. From a large social media account containing more than 30 million interactions from users from 181 countries engaging with more than 4,200 digital products produce...