Marketing analysis of wineries using social collective behavior from users’ temporal activity on Twitter

On network backbone extraction for modeling online collective behavior

Collective user behavior in social media applications often drives several important online and offline phenomena linked to the spread of opinions and information. Several studies have focused on the analysis of such phenomena using networks to model user interactions, represented by edges. However, only a fraction of edges contribute to the actual investigation. Even worse, the often large number of non-relevant edges may obfuscate the salient interactions, blurring the underlying structures and user communities that capture the collective behavior patterns driving the target phenomenon. To solve this issue, researchers have proposed several network backbone extraction techniques to obtain a reduced and representative version of the network that better explains the phenomenon of interest. Each technique has its specific assumptions and procedure to extract the backbone. However, the literature lacks a clear methodology to highlight such assumptions, discuss how they affect the choice of a method and offer validation strategies in scenarios where no ground truth exists. In this work, we fill this gap by proposing a principled methodology for comparing and selecting the most appropriate backbone extraction method given a phenomenon of interest. We characterize ten state-of-the-art techniques in terms of their assumptions, requirements, and other aspects that one must consider to apply them in practice. We present four steps to apply, evaluate and select the best method(s) to a given target phenomenon. We validate our approach using two case studies with different requirements: online discussions on Instagram and coordinated behavior in WhatsApp groups. We show that each method can produce very different backbones, underlying that the choice of an adequate method is of utmost importance to reveal valuable knowledge about the particular phenomenon under investigation.

Behavior Variations and Their Implications for Popularity Promotions: From Elites to Mass on Weibo

The boom in social media with regard to producing and consuming information simultaneously implies the crucial role of online user influence in determining content popularity. In particular, understanding behavior variations between the influential elites and the mass grassroots is an important issue in communication. However, how their behavior varies across user categories and content domains and how these differences influence content popularity are rarely addressed. From a novel view of seven content domains, a detailed picture of the behavior variations among five user groups, from the views of both the elites and mass, is drawn on Weibo, one of the most popular Twitter-like services in China. Interestingly, elites post more diverse content with video links, while the mass possess retweeters of higher loyalty. According to these variations, user-oriented actions for enhancing content popularity are discussed and testified. The most surprising finding is that the diverse content does not always bring more retweets, and the mass and elites should promote content popularity by increasing their retweeter counts and loyalty, respectively. For the first time, our results demonstrate the possibility of highly individualized strategies of popularity promotions in social media, instead of a universal principle.

Making sense of tweets using sentiment analysis on closely related topics

Microblogging has taken a considerable upturn in recent years, with the growth of microblogging websites like Twitter people have started to share more of their opinions about various pressing issues on such online social networks. A broader understanding of the domain in question is required to make an informed decision. With this motivation, our study focuses on finding overall sentiments of related topics with reference to a given topic. We propose an architecture that combines sentiment analysis and community detection to get an overall sentiment of related topics. We apply that model on the following topics: shopping, politics, covid19 and electric vehicles to understand emerging trends, issues and its possible marketing, business and political implications.