IDEAS home Printed from https://ideas.repec.org/a/spr/advdac/v16y2022i3d10.1007_s11634-021-00450-x.html
   My bibliography  Save this article

Prediction of brand stories spreading on social networks

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11634-021-00450-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11634-021-00450-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 67-86.
    2. Saeed M.Z.A. Tarabieh, 2017. "The Synergistic Impact of Social Media and Traditional Media on Purchase Decisions: The Mediating Role of Brand Loyalty," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 51-62.
    3. Krishen, Anjala S. & Dwivedi, Yogesh K. & Bindu, N. & Kumar, K. Satheesh, 2021. "A broad overview of interactive digital marketing: A bibliometric network analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 183-195.
    4. Mohammad Zulfeequar Alam, 2017. "Exploring Shopper Insights of Social Media Use in Saudi Arabia," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 326-333.
    5. Wagner, Timm F. & Baccarella, Christian V. & Voigt, Kai-Ingo, 2017. "Framing social media communication: Investigating the effects of brand post appeals on user interaction," European Management Journal, Elsevier, vol. 35(5), pages 606-616.
    6. Shuhua Yin & Chengzhou Fu & Guangquan Dai, 2023. "Exploring the Festival Attendees’ Experiences on Social Media: A Study on the Guangzhou International Light Festival," SAGE Open, , vol. 13(1), pages 21582440221, January.
    7. Salim L Azar & Joana César Machado & Leonor Vacas-de-Carvalho & Ana Mendes, 2016. "Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 153-178, March.
    8. Faseeh Amin Beig & Mohammad Furqan Khan, 2022. "Romancing the Brands on Social Media," Global Business Review, International Management Institute, vol. 23(3), pages 841-862, June.
    9. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    10. Alessandro Gandolfo, 2020. "Content shared between banks and users on the social ecosystem: an inductive exploratory inquiry," Electronic Commerce Research, Springer, vol. 20(4), pages 679-712, December.
    11. Kobby Mensah & Justice Boateng Dankwah & Gilbert Mensah & Judith Aku Masope-Crabbe, 2021. "Choice, Purchase Decision and Post-Purchase Dissonance: The Social Media Perspective," Information Management and Business Review, AMH International, vol. 13(3), pages 1-13.
    12. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    13. Alice Mazzucchelli & Roberto Chierici & Angelo Di Gregorio & Claudio Chiacchierini, 2021. "Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1107-1144, December.
    14. Sri Vandayuli Riorini, 2018. "Social Media Marketing Toward Perceptual Consciousness and its Impact on Online Purchasing Intention," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 402-416.
    15. Wondwesen Tafesse & Anders Wien, 2017. "A framework for categorizing social media posts," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1284390-128, January.
    16. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    17. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    18. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. Xing Wan & Javier Cenamor & Jing Chen, 2017. "Exploring Performance Determinants of China’s Cable Operators and OTT Service Providers in the Era of Digital Convergence—From the Perspective of an Industry Platform," Sustainability, MDPI, vol. 9(12), pages 1-19, December.
    20. Kaur, Puneet & Dhir, Amandeep & Bodhi, Rahul & Singh, Tripti & Almotairi, Mohammad, 2020. "Why do people use and recommend m-wallets?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advdac:v:16:y:2022:i:3:d:10.1007_s11634-021-00450-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.