Analysis of Twitter for 2012 South Korea Presidential Election by Text Mining Techniques

Bae, Junghwan; Son, Jihoon; Song, Min

doi:10.13088/jiis.2013.19.3.141

Cited by 24 publications

(8 citation statements)

References 4 publications

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“…Second, we construct a political sample of tweets based on an extensive list of political keywords assembled by Song, Kim, and Jeong (2014) (tweets N=5,840,159, users N=300,253). The third baseline is created using all 27,606 tweets posted by 58 opinion leaders as identified by Bae, Son, and Song (2013). 10 We use these datasets for three types of content analyses.…”

Section: Comparing Content Similaritymentioning

confidence: 99%

Political Astroturfing on Twitter: How to Coordinate a Disinformation Campaign

Keller

Schoch

Stier

et al. 2019

Political Communication

172

120

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Political astroturfing, a centrally coordinated disinformation campaign in which participants pretend to be ordinary citizens acting independently, has the potential to influence electoral outcomes and other forms of political behavior. Yet, it is hard to evaluate the scope and effectiveness of political astroturfing without "ground truth" information, such as the verified identity of its agents and instigators. In this paper, we study the South Korean National Information Service's (NIS) disinformation campaign during the presidential election in 2012, taking advantage of a list of campaign accounts published in court proceedings. Features that best distinguish these accounts from regular users in contemporaneously collected Twitter data are traces left by coordination among astroturfing agents, instead of the individual account characteristics typically used in related approaches such as social bot detection. We develop a methodology that exploits these distinct empirical patterns to identify additional likely astroturfing accounts and validate this detection strategy by analyzing their messages and current account status. However, an analysis relying on Twitter influence metrics shows that the known and suspect NIS accounts only had a limited impact on political social media discussions. By using the principal-agent framework to analyze one of the earliest revealed instances of political astroturfing, we improve on extant methodological approaches to detect disinformation campaigns and ground them more firmly in social science theory.

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Section: Comparing Content Similaritymentioning

confidence: 99%

Political Astroturfing on Twitter: How to Coordinate a Disinformation Campaign

Keller

Schoch

Stier

et al. 2019

Political Communication

172

120

View full text Add to dashboard Cite

show abstract

“…This inevitable growth shows how social network usage have moved from being an activity for advanced economies to being a common activity for citizens around the world (eMarketer.com, 2013). This huge percentage of users for social networks has driven companies to utilize social media for their marketing and promotional activities (Bae, Son, and Song, 2013). Businesses have since encouraged people to log into social networking sites as they are providing necessary product-related and service-related information on their brand pages.…”

Section: Introductionmentioning

confidence: 99%

The Brand Personality Effect: Communicating Brand Personality on Twitter and its Influence on Online Community Engagement

Cruz¹,

Lee²

2014

Journal of Intelligence and Information Systems

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The use of new technology greatly shapes the marketing strategies used by companies to engage their consumers. Among these new technologies, social media is used to reach out to the organization's audience online. One of the most popular social media channels to date is the microblogging platform Twitter. With 500 million tweets sent on average daily, the microblogging platform is definitely a rich source of data for researchers, and a lucrative marketing medium for companies. Nonetheless, one of the challenges for companies in developing an effective Twitter campaign is the limited theoretical and empirical evidence on the proper organizational usage of Twitter despite its potential advantages for a firm's external communications. The current study aims to provide empirical evidence on how firms can utilize Twitter effectively in their marketing communications using the association between brand personality and brand engagement that several branding researchers propose.The study extends Aaker's previous empirical work on brand personality by applying the Brand Personality Scale to explore whether Twitter brand communities convey distinctive brand personalities online and its influence on the communities' level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data for a period of eight weeks using the publicly available Twitter application programming interface (API) from 23 accounts of Twitter-verified business-to-consumer (B2C) brands, we analyze the validity of the paper's hypothesis by using computerized content analysis and opinion mining.The studyis the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the benefits of these strategies, thus providing a framework of analysis for Twitter practice and strategic direction for companies developing their use of Twitter to communicate with their followers on this social media platform.This study has four specific research objectives. The first objective is to examine the applicability of brand personality dimensions used in marketing research to online brand communities on Twitter. The second is to establish a connection between the congruence of offline and online brand personalities in building a successful social media brand community. Third, we test the moderating effect of product involvement in the effect of brand personality on brand community engagement. Lastly, we investigate the sentiment quality of consumer messages to the firms that succeed in communicating their brands' personalities on Twitter.

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“…For years, text mining has been conducted in a broad range of fields like healthcare [42,43], politics [44,45], arts [46,47], and education [48,49]. Concerning social media marketing, Mohamed M. Mostafa investigated 3516 tweets for analyzing consumers' sentiments on global brands by text mining techniques, and reveal the value of using text mining in studies on blogging and social media [50].…”

Section: Text Mining Methodsmentioning

confidence: 99%

Developing the Digital Artifact for the Sustainability of Marketing Research Results

Shen

Garza

2019

Sustainability

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The rapid development of technology transforms the way researchers conduct projects, communicate with others, and disseminate findings. In addition to traditional presentations of research results, this paper argues that building a digital artifact is another optional method for the dissemination of research findings from the perspective of marketing. Thus, 20 Irish and Chinese micro-influencers were investigated from March 2016 to March 2019, and their microblogs were analyzed by text mining techniques. Consequently, the paper finds four types of keywords that micro-influencers apply to their marketing on social media. Based on the marketing keywords, a digital tool is designed to label fashion keywords in the microblogging automatically. The proposed tool not only contributes to model fashion bloggers’ content and increase the influence of marketing on social media but also enlightens marketing scholars to develop digital tools for the sustainability of disseminating research results.

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Analysis of Twitter for 2012 South Korea Presidential Election by Text Mining Techniques

Cited by 24 publications

References 4 publications

Political Astroturfing on Twitter: How to Coordinate a Disinformation Campaign

Political Astroturfing on Twitter: How to Coordinate a Disinformation Campaign

The Brand Personality Effect: Communicating Brand Personality on Twitter and its Influence on Online Community Engagement

Developing the Digital Artifact for the Sustainability of Marketing Research Results

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