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Prediction of brand stories spreading on social networks

Author

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  • Thi Bich Ngoc Hoang

    (IRIT, UMR5505 CNRS
    University of Economics, The University of Danang)

  • Josiane Mothe

    (Université de Toulouse)

Abstract

Online social network is a major media for many types of information communication. Although the primary purpose of social networks is to connect people, they are more and more used in online marketing to connect businesses with customers as well as to connect customers amongst themselves. Brand stories generated by consumers or businesses can be easily and widely spread. As a result, those stories have a huge influence on the marketplace and indirectly affect the brand success. Understanding and modeling how a piece of information is spread on social media and its spreading level are crucial for business managers; not only to understand the information diffusion, but also for them to better control it. In this paper, we aim at developing models in order to predict the spread of brand stories on social networks, both in term of spreadability and spreading level. We applied several machine learning algorithms using three categories of features based on user-profile, temporal, and content of tweets. Experimental results on three tweet collections about brand stories reveal that our model significantly improves the prediction accuracy by about 4% compared to the related work.

Suggested Citation

  • Thi Bich Ngoc Hoang & Josiane Mothe, 2022. "Prediction of brand stories spreading on social networks," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 16(3), pages 559-591, September.
    • Handle: RePEc:spr:advdac:v:16:y:2022:i:3:d:10.1007_s11634-021-00450-x
    DOI: 10.1007/s11634-021-00450-x
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    References listed on IDEAS

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    1. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    2. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
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