Validating social media data for automatic persona generation

Jisun An, Haewoon Kwak, Bernard J. Jansen

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

10 Scopus citations


Using personas during interactive design has considerable potential for product and content development. Unfortunately, personas have typically been a fairly static technique. In this research, we validate an approach for creating personas in real time, based on analysis of actual social media data in an effort to automate the generation of personas. We validate that social media data can be implemented as an approach for automating generating personas in real time using actual YouTube social media data from a global media corporation that produces online digital content. Using the organization's YouTube channel, we collect demographic data, customer interactions, and topical interests, leveraging more than 188,000 subscriber profiles and more than 30 million user interactions. Then, we conduct statistical analysis on the social media data to determine whether the data could lead to the generation of valid personas based on statistically difference market segments. Findings show that customers can be segmented using product topics by gender and age based using social media data. However, our findings also show that the data is biased by the content created. The results offer insights into competitive marketing and product preferences for the consumers of the online digital content. Implications are that personas can be generated in real-time using social media data, instead of a time-consuming manual development process.

Original languageEnglish (US)
Title of host publication2016 IEEE/ACS 13th International Conference of Computer Systems and Applications, AICCSA 2016 - Proceedings
PublisherIEEE Computer Society
ISBN (Electronic)9781509043200
StatePublished - Jul 2 2016
Event13th IEEE/ACS International Conference of Computer Systems and Applications, AICCSA 2016 - Agadir, Morocco
Duration: Nov 29 2016Dec 2 2016

Publication series

NameProceedings of IEEE/ACS International Conference on Computer Systems and Applications, AICCSA
ISSN (Print)2161-5322
ISSN (Electronic)2161-5330


Other13th IEEE/ACS International Conference of Computer Systems and Applications, AICCSA 2016

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Computer Science Applications
  • Hardware and Architecture
  • Signal Processing
  • Control and Systems Engineering
  • Electrical and Electronic Engineering


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