Toward predicting popularity of social marketing messages

Bei Yu, Miao Chen, Linchi Kwok

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

22 Scopus citations

Abstract

Popularity of social marketing messages indicates the effectiveness of the corresponding marketing strategies. This research aims to discover the characteristics of social marketing messages that contribute to different level of popularity. Using messages posted by a sample of restaurants on Facebook as a case study, we measured the message popularity by the number of "likes" voted by fans, and examined the relationship between the message popularity and two properties of the messages: (1) content, and (2) media type. Combining a number of text mining and statistics methods, we have discovered some interesting patterns correlated to "more popular" and "less popular" social marketing messages. This work lays foundation for building computational models to predict the popularity of social marketing messages in the future.

Original languageEnglish (US)
Title of host publicationSocial Computing, Behavioral-Cultural Modeling and Prediction - 4th International Conference, SBP 2011, Proceedings
Pages317-324
Number of pages8
DOIs
StatePublished - Mar 14 2011
Event4th International Conference on Social Computing, Behavioral-Cultural Modeling and Prediction, SBP 2011 - College Park, MD, United States
Duration: Mar 29 2011Mar 31 2011

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume6589 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Other

Other4th International Conference on Social Computing, Behavioral-Cultural Modeling and Prediction, SBP 2011
CountryUnited States
CityCollege Park, MD
Period3/29/113/31/11

Keywords

  • marketing
  • media type
  • prediction
  • social media
  • text categorization

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

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  • Cite this

    Yu, B., Chen, M., & Kwok, L. (2011). Toward predicting popularity of social marketing messages. In Social Computing, Behavioral-Cultural Modeling and Prediction - 4th International Conference, SBP 2011, Proceedings (pp. 317-324). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 6589 LNCS). https://doi.org/10.1007/978-3-642-19656-0_44