Generating cultural personas from social data: A perspective of middle eastern users

Joni Salminen, Sercan Şengün, Haewoon Kwak, Bernard James Jansen, Jisun An, Soon Gyo Jung, Sarah Vieweg, D. Fox Harrell

Research output: Chapter in Book/Report/Conference proceedingConference contribution

8 Scopus citations

Abstract

We conduct a mixed-method study to better understand the content consumption patterns of Middle Eastern social media users and to explore new ways to present online data by using automatic persona generation. First, we analyze millions of content interactions on YouTube to dynamically generate personas describing behavioral patterns of different demographic groups. Second, we analyze interview data on social media users in the Middle Eastern region to generate additional insights into the dynamically generated personas. Our findings provide insights into social media users in the Middle East, as well as present a novel methodology of using computational analysis and qualitative data enrichment to generate descriptive and culturally receptive personas from social media audiences.

Original languageEnglish (US)
Title of host publicationProceedings - 2017 5th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017
EditorsIrfan Awan, Filipe Portela, Muhammad Younas
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages120-125
Number of pages6
Volume2017-January
ISBN (Electronic)9781538632819
DOIs
StatePublished - Nov 16 2017
Event5th IEEE International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017 - Prague, Czech Republic
Duration: Aug 21 2017Aug 23 2017

Other

Other5th IEEE International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017
CountryCzech Republic
CityPrague
Period8/21/178/23/17

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Information Systems

Cite this

Salminen, J., Şengün, S., Kwak, H., Jansen, B. J., An, J., Jung, S. G., Vieweg, S., & Harrell, D. F. (2017). Generating cultural personas from social data: A perspective of middle eastern users. In I. Awan, F. Portela, & M. Younas (Eds.), Proceedings - 2017 5th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2017 (Vol. 2017-January, pp. 120-125). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/FiCloudW.2017.97