电话开了吗?-一个嗡嗡声检测系统的病毒性帖子在社交媒体

IF 6.8 1区 管理学 Q1 BUSINESS
Nora Jansen , Oliver Hinz , Clemens Deusser , Thorsten Strufe
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引用次数: 5

摘要

如今,在线社交网络已成为我们生活的重要组成部分,并在很大程度上取代了传统媒体的直接沟通,以及信息的传播和收集。在每天发布在osn上的大量帖子中,有些帖子没有引起任何注意,而另一些帖子则受到关注,成为病毒式传播,并发展成为所谓的热门话题。嗡嗡声是通过它们的即时性、意外性和强度特征来定义的。及早发现热点对公司、公众人物、机构或政党至关重要。,为有利可图的广告位置定价或制定适当的社交媒体策略。虽然以前的研究人员开发了检测热门话题的系统,主要是根据它们的强度来确定特征,但这是第一个实现嗡嗡声检测系统(BDS)的研究。基于近12万个手动分类的Facebook帖子,我们通过应用各种分类技术对BDS模型进行了估计和训练。我们的结果强调,在其他预测因素中,之前被动用户的数量,以及给评论点赞的数量,都很重要。在为期五个月的评估期间对BDS进行评估,我们发现这两个分类器表现最好,检测到97%以上的蜂鸣声。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Is the Buzz on? – A Buzz Detection System for Viral Posts in Social Media

Today, online social networks (OSNs) constitute a major part of our lives and have, to a large extent, replaced traditional media for direct communication, as well as information dissemination and gathering. In the vast amount of posts that get published in OSNs each day, some posts do not draw any attention while others catch on, become viral, and develop as so-called buzzes. Buzzes are defined through their characteristics of immediacy, unexpectedness, and intensity. The early detection of buzzes is of vital importance for companies, public figures, institutions, or political parties—e.g., for the pricing of profitable advertising placement or the development of an appropriate social media strategy. While previous researchers developed systems for detecting trending topics, mainly characterized by their intensity, this is the first study to implement a buzz detection system (BDS). Based on almost 120,000 manually classified Facebook posts, we estimated and trained models for the BDS by applying various classification techniques. Our results highlight that, among other predictors, the number of previously passive users who then engage in the buzz post, as well as the number of likes given to the comments, are important. Evaluating the BDS over a five-month evaluation period, we found that these two classifiers perform best and detected over 97% of the buzzes.

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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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