期刊名称：International Journal of Multimedia and Ubiquitous Engineering
印刷版ISSN：1975-0080
出版年度：2015
卷号：10
期号：3
页码：109-118
DOI：10.14257/ijmue.2015.10.3.11
出版社：SERSC
摘要：In recent years, with the increasing popularity of diverse online social network sites, such as Facebook, Twitter, Blogger, YouTube, LinkedIn, and MySpace, a massive amount of data has become available. Applying data mining techniques to social media can yield interesting perspectives to understanding individual and human behavior, detecting hot issues and topics, or discovering a group and community. This study aims to address the question of how people use Twitter and to assess the power of Twitter in terms of creating consumer interest in commercials based on an analysis of Twitter messages about various Super Bowl ads. Instead of relying on the audience's responses, this study adopts a hybrid approach, combining a data-mining approach to collect, filter and analyze a massive amount of tweets with manual content analysis.
关键词：social networks; twitter; data-mining; super bowl
