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Predicting the diffusion of brand's stories in social network

Hoang, Thi Bich Ngoc and Mothe, Josiane Predicting the diffusion of brand's stories in social network. (2018) In: 19th International Conference on Computational Linguistics and Intelligent Text Processing (CICLing 2018), 18 March 2018 - 24 March 2018 (Hanoï, Viet Nam).

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Abstract

The emergence and growing of social media allows one con-sumer to communicate with thousands or millions other consumers. The consumer-generated stories about a brand or a product can be widely propagated and as a consequence can have a big impact on the market-place and indirectly affect the success of the brand. Therefore, modeling the information diffusion in social media is crucial for business managers in order to both understand the information propagation and to better control it. Our research aims at predicting whether a tweet about a brand is going to be diffused and the level of the diffusion. We apply several machine learning classifiers using user-based, time-based and content-based features associated to tweets and developed several new features some content-based. We show that our method significantly improves F-measure by about 4% compared to the state of art. We also show that the numbers of a user’s followers, number of communities that this user belongs to, and number of likes that a user has made on his time line are the most important features for the predictive model.

Item Type:Conference or Workshop Item (Paper)
HAL Id:hal-02319735
Audience (conference):International conference proceedings
Uncontrolled Keywords:
Institution:French research institutions > Centre National de la Recherche Scientifique - CNRS (FRANCE)
Université de Toulouse > Institut National Polytechnique de Toulouse - Toulouse INP (FRANCE)
Université de Toulouse > Université Toulouse III - Paul Sabatier - UT3 (FRANCE)
Université de Toulouse > Université Toulouse - Jean Jaurès - UT2J (FRANCE)
Université de Toulouse > Université Toulouse 1 Capitole - UT1 (FRANCE)
Other partners > University of Economics – The University of Danang (VIETNAM)
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Deposited On:10 Oct 2019 09:06

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