원문정보
초록
영어
In recent years, with the increasing popularity of diverse online social network sites, such as Facebook, Twitter, Blogger, YouTube, LinkedIn, and MySpace, a massive amount of data has become available. Applying data mining techniques to social media can yield interesting perspectives to understanding individual and human behavior, detecting hot issues and topics, or discovering a group and community. This study aims to address the question of how people use Twitter and to assess the power of Twitter in terms of creating consumer interest in commercials based on an analysis of Twitter messages about various Super Bowl ads. Instead of relying on the audience’s responses, this study adopts a hybrid approach, combining a data-mining approach to collect, filter and analyze a massive amount of tweets with manual content analysis.
목차
1. Introduction
2. Literature Review
2.1. Uses and Gratification
2.2. Analysis of the Super Bowl Advertising and Event
3. Case Study
3.1. Research Questions
3.2. Data Collection
3.3. Experimental Results
4. Conclusions
Acknowledgements
References