Title

From 2,772 Segments to Five Personas: Summarizing a Diverse Online Audience by Generating Culturally Adapted Personas

Authors

Joni Salminen, University of Vaasa
Sercan Sengun, Illinois State UniversityFollow
Haewoon Kwok, Hamad Bin Khalifa University
Bernard J. Jansen, Qatar Computing Research Institute
Soon-gyo Jung, Qatar Computing Research Institute
Sarah Vieweg, Qatar Computing Research Institute
D. Fox Harrell, Massachusetts Institute of Technology

Document Type

Article

Publication Date

6-2018

Keywords

Personas, social media analytics, Middle East, mixed method study

Abstract

Understanding users in the era of social media is challenging, requiring organizations to adopt novel computation-aided approaches. To exemplify such an approach, we retrieved information on millions of interactions with YouTube video content from a major Middle Eastern media outlet, to automatically generate personas that capture how different audience segments interact with thousands of individual content pieces. Then, we used qualitative data to provide additional insights into the automatically generated persona profiles. Our findings provide insights into social media usage in the Middle East and demonstrate the application of a novel methodology that generates culturally adapted personas of social media audiences, summarizing complex social analytics data into human portrayals that are easy to understand by end users in real organizations.

Comments

This article was originally published in First Monday 23, no. 4 (2018), https://doi.org/10.5210/fm.v23i6.8415.

Recommended Citation

Salminen, Joni; Sengun, Sercan; Kwok, Haewoon; Jansen, Bernard J.; Jung, Soon-gyo; Vieweg, Sarah; and Harrell, D. Fox, "From 2,772 Segments to Five Personas: Summarizing a Diverse Online Audience by Generating Culturally Adapted Personas" (2018). Faculty Publications – Creative Technologies. 5.
https://ir.library.illinoisstate.edu/fpctk/5