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Abstract Nowadays, social networks have taken on an irreplaceable role as sources of information. Millions of people use them daily to find out about the issues of the moment. This success has meant that the amount of content present in social networks is unmanageable and, in many cases, fake or non-credible. Therefore, a correct pre-processing of the data is necessary if we want to obtain knowledge and value from these data sets. In this paper, we propose a new data pre-processing technique based on Big Data that seeks to solve two of the key concepts of the Big Data paradigm, data validity and credibility of the data and volume. The system is a Spark-based filter that allows us to flexibly select credible users related to a given topic under analysis, reducing the volume of data and keeping only valid data for the problem under study. The proposed system uses the power of word embeddings in conjunction with other text mining and natural language processing techniques. The system has been validated using three real-world use cases.

Sentiment analysis measures user experience on social media. With the emergence of pre-trained models, text classification tasks have become homogeneous, without a significant improvement in accuracy. Therefore, we present a hybrid model called PLASA to classify the sentiment polarity of short comments, particularly barrages. PLASA introduces a collaborative attention module that integrates information about relative position and knowledge from summarized lexicons to better adjust the relationship between word representations. Our model is evaluated using three new curated sentiment analysis datasets: SentiTikTok-2023 (4613 items), SentiBilibili-2023 (7755 items), and SentiWeibo-2023 (5614 items). Although the comment length varies across datasets, all maintain a consistent punctuation percentage at approximately 13%. Consequently, PLASA with the optimal combination demonstrates notable performance improvements compared to both the baseline and commonly used models. It achieves micro-F1 scores of 93.94%, 90.34%, and 88.79% on the respective datasets. We also observed that the representation capacity of the pre-trained model decreases as the text length increases. Moreover, the proposed collaborative attention module effectively addresses this limitation, as confirmed by our ablation study.

Alter ego is a condition of someone who creates a new character with a conscious state. Original character role play is a game to create new imaginary characters that is used as research material for identification alter ego accounts. The negative effects of playing alter ego are stress, depression, and multiple personalities. Current research only focuses on the phenomenon and impacts of a role-playing game. We propose a new method to detect accounts of alter ego players in social media, especially Twitter. We develop an application to analyze the characteristics of alter ego accounts. Psychologists can use this application to discover the characteristics of alter ego accounts that are useful for analyzing personality so that the results can be used to appropriately handle alter ego players. Most user profiles, tweets, and platforms are used to detect account Twitter. This research proposes a new method using bio features as input data. We crawled and collected 565 bios from Twitter for one month. We observe the data to search for unique words and collect them into a classification dictionary. In this research, we use the cosine similarity method because this method is popular for detecting text and has a good performance in many cases. This research could identify alter ego accounts and other types of Twitter accounts. From the detection results of alter ego accounts, it is possible to analyze the characteristics of Twitter accounts. We use a sampling technique that takes 30% of the data as testing data. According to the results of the experiment cosine similarity obtained an accuracy of 0.95.

In the age of digital economy, customers actively share their experiences and issues about products via online product reviews. Mining potential product improvement ideas from customer needs could provide valuable insights into new functionality expected by the markets. Numerous studies have attempted to identify customer needs using these reviews, but they paid less attention to the customer’s specific context in which the product was used. This study provides a novel approach for identifying customer needs based on both context information and product functions of target products. The context information and product functions are derived from online product reviews through linguistic pattern mining, whereby the customer needs are determined by the combination of extracted context information and product functions using a semantic embedding method and a clustering approach. A case study on the Amazon-Echo series was conducted to verify the applicability of the proposed approach. Consequently, we identified 1430 different customer needs, which could be used as an input for improving product design. This study is one of the first attempts to integrate context information for identifying customer needs. The proposed approach can be useful in the idea creation process for future product planning and is expected to add new empirical perspective for the e-commerce industry.

The ability to accelerate the discovery of product innovation ideas is critical for manufacturers with short life cycles, such as smartphones. Companies with short product lifespans require innovative strategies to improve their products based on customer needs. Three-dimensional concurrent engineering (3DCE) has the potential to speed up the process of developing new products. On the other side, the availability of online data, such as social media and intellectual property, has the potential to identify and prioritize product, technology, and supplier opportunities in a cost-effective, quick, and real-time manner. This study proposes an online data-driven concurrent product, process, and supply chain design (3DCE) for linking customer requirements to potential technology and supplier opportunities in early-stage new product development. Three case studies on the leading smartphone industry demonstrate the proposed method's feasibility and effectiveness. To identify customer requirements, opinions from social media data are collected. Product opportunities are developed using latent Dirichlet allocation to identify product topics and sentiment analysis to assess satisfaction levels. Then, a novel approach by association rule mining is developed to mine specific customer requirements for each promising topic. In the 3DCE approach, the potential technology and supplier opportunities are tailored to specific customer requirements based on intellectual property mining. Finally, this study discovers improvement ideas and potential alternative solutions for product development with an unsupervised approach. The proposed method has also been validated and aligns with successful innovation products by Apple, Samsung, and Huawei.

The number of Twitter users in Iraq has increased significantly in recent years. Major events, the political situation in the country, had a significant impact on the content of Twitter and affected the tweets of Iraqi users. Creating an Iraqi Arabic Dialect corpus is crucial for sentiment analysis to study such behaviors. Since no such corpus existed, this paper introduces the Corpus of Iraqi Arabic Dialect (CIAD). The corpus has been collected, annotated and made publicly accessible to other researchers for further investigation. Furthermore, the created corpus has been validated using eight different combinations of four feature-selections approaches and two versions of Support Vector Machine (SVM) algorithm. Various performance measures were calculated. The obtained accuracy, 78 %, indicates a promising potential application.

Purpose—Using a sample of universities from Europe and North America the research herein seeks to understand the content trends of university brand pages through an exploration of the social community and the measurement of user participation and behavior. The analysis relies on an artificial intelligence approach. Through the verification of interactions between users and content on the university brand pages, recommendations are made, which aim to ensure the pages meet the needs of users in the future. Design/methodology/approach—The study sample was drawn from six well-known universities in Europe and North America. The content of 23,158 posts made over the course of nine years between 1 January 2011 to 31 December 2019 was obtained by a web crawler. Concepts in the fields of computer science, data mining, big data and ensemble learning (Random Decision Forests, eXtreme Gradient Boosting and AdaBoost) were combined to analyze the results obtained from social media exploration. Findings—By exploring community content and using artificial intelligence analysis, the research identified key information on the university brand pages that significantly affected the cognition and behavior of users. The results suggest that distinct levels of user participation arise from the use of different key messages on the university fan page. The interactive characteristics identified within the study sample were classified as one of the following module-types: (a) information and entertainment satisfaction module, (b) compound identity verification module or (c) compound interactive satisfaction module. Research limitations/implications—The study makes a contribution to the literature by developing a university community information interaction model, which explains different user behaviors, and by examining the impact of common key (image) clues contained within community information. This work also confirms that the behavioral involvement of users on the university’s brand page is closely related to the information present within the university community. A limitation of the study was the restriction of the sample to only European and North American cultural and economic backgrounds and the use of Facebook as the sole source of information about the university community. Practical implications—Practically, the research contributes to our understanding of how, in official community interactions, user interactions can be directed by features such as information stimuli and brand meanings. In addition, the work clarifies the relationship between information and user needs, explaining how the information characteristics and interaction rules particular to a given school can be strengthened in order to better manage the university brand page and increase both the attention and interaction of page users. Originality/value—This research provides an important explanation of the role of key information on the university fan pages and verifies the importance of establishing key (image) clues in the brand community, which in turn affect user cognition and interaction. Although related research exists on information manipulation and the importance of online communities, few studies have directly discussed the influence of key information on the fan pages of university brands. Therefore, this research will help to fill gaps in the literature and practice by examining a specific context, while at the same time providing a valuable and specific reference for the community operation and management of other related university brands.

The use of social media has accelerated information sharing and instantaneous communications. The low barrier to enter social media enables more users to participate and makes them stay engaged longer, while incentivizing individuals with a hidden agenda to use disinformation to manipulate information and influence opinions. Disinformation, such as fake news, hoaxes, and conspiracy theories, has increasingly been weaponized to divide people and create detrimental societal effects. Therefore, it is imperative to understand disinformation and systematically investigate how we can improve resistance against it, taking into account the tension between the need for information and the need for security and protection against disinformation. In this survey, we look into the concepts, methods, and recent advancements of detecting disinformation from a computational perspective. We will also discuss open issues and future research directions for combating disinformation on social media.

Pattern mining has been widely studied in the last decade given its great interest for research and its numerous applications in the real world. In this paper the definition of query and non-query based systems is proposed, highlighting the needs of non-query based systems in the era of Big Data. For this, we propose a new approach of a non-query based system that combines association rules, generalized rules and sentiment analysis in order to catalogue and discover opinion patterns in the social network Twitter. Association rules have been previously applied for sentiment analysis, but in most cases, they are used once the process of sentiment analysis is finished to see which tokens appear commonly related to a certain sentiment. On the other hand, they have also been used to discover patterns between sentiments. Our work differs from these in that it proposes a non-query based system which combines both techniques, in a mixed proposal of sentiment analysis and association rules to discover patterns and sentiment patterns in microblogging texts. The obtained rules generalize and summarize the sentiments obtained from a group of tweets about any character, brand or product mentioned in them. To study the performance of the proposed system, an initial set of 1.7 million tweets have been employed to analyse the most salient sentiments during the American pre-election campaign. The analysis of the obtained results supports the capability of the system of obtaining association rules and patterns with great descriptive value in this use case. Parallelisms can be established in these patterns that match perfectly with real life events.

Health authorities worldwide strive to detect Influenza prevalence as early as possible in order to prepare for it and minimize its impacts. To this end, we address the Influenza prevalence surveillance and prediction problem. In this paper, we develop a new Influenza prevalence prediction model, called Tweetluenza, to predict the spread of the Influenza in real time using cross-lingual data harvested from Twitter data streams with emphases on the United Arab Emirates (UAE). Based on the features of tweets, Tweetluenza filters the Influenza tweets and classifies them into two classes, reporting and non-reporting. To monitor the growth of Influenza, the reporting tweets were employed. Furthermore, a linear regression model leverages the reporting tweets to predict the Influenza-related hospital visits in the future. We evaluated Tweetluenza empirically to study its feasibility and compared the results with the actual hospital visits recorded by the UAE Ministry of Health. The results of our experiments demonstrate the practicality of Tweetluenza, which was verified by the high correlation between the Influenza-related Twitter data and hospital visits due to Influenza. Furthermore, the evaluation of the analysis and prediction of Influenza shows that combining English and Arabic tweets improves the correlation results.

Social media, including Twitter, has become an important source for disaster response. Yet most studies focus on a very limited amount of geotagged data (approximately 1% of all tweets) while discarding a rich body of data that contains location expressions in text. Location information is crucial to understanding the impact of disasters, including where damage has occurred and where the people who need help are situated. In this paper, we propose a novel two-stage machine learning- and deep learning-based framework for power outage detection from Twitter. First, we apply a probabilistic classification model using bag-of-ngrams features to find true power outage tweets. Second, we implement a new deep learning method–bidirectional long short-term memory networks–to extract outage locations from text. Results show a promising classification accuracy (86%) in identifying true power outage tweets, and approximately 20 times more usable tweets can be located compared with simply relying on geotagged tweets. The method of identifying location names used in this paper does not require language- or domain-specific external resources such as gazetteers or handcrafted features, so it can be extended to other situational awareness analyzes and new applications.

Despite a growing number of natural language processing shared-tasks dedicated to the use of Twitter data, there is currently no ad-hoc annotation tool for the purpose. During the 6th edition of Biomedical Linked Annotation Hackathon (BLAH), after a short review of 19 generic annotation tools, we adapted GATE and TextAE for annotating Twitter timelines. Although none of the tools reviewed allow the annotation of all information inherent of Twitter timelines, a few may be suitable provided the willingness by annotators to compromise on some functionality.

The amount of content on social media platforms such as Twitter is expanding rapidly. Simultaneously, the lack of patient information seriously hinders the diagnosis and treatment of rare/intractable diseases. However, these patient communities are especially active on social media. Data from social media could serve as a source of patient-centric knowledge for these diseases complementary to the information collected in clinical settings and patient registries, and may also have potential for research use. To explore this question, we attempted to extract patient-centric knowledge from social media as a task for the 3-day Biomedical Linked Annotation Hackathon 6 (BLAH6). We selected amyotrophic lateral sclerosis and multiple sclerosis as use cases of rare and intractable diseases, respectively, and we extracted patient histories related to these health conditions from Twitter. Four diagnosed patients for each disease were selected. From the user timelines of these eight patients, we extracted tweets that might be related to health conditions. Based on our experiment, we show that our approach has considerable potential, although we identified problems that should be addressed in future attempts to mine information about rare/intractable diseases from Twitter.

Customers' demands have become more dynamic and complicated owing to the functional diversity and lifecycle reduction of products which pushes enterprises to identify the real-time needs of distinct customers in a superior way. Meanwhile, social media turned as an emerging channel where customers often spontaneously can express their perceptions and thoughts about products promptly. This paper examines the customer satisfaction identification and improvement problem based on social media mining. First, we proposed the public opinion sensitivity index (POSI) to uncover target customers from extensive short-textual reviews. Subsequently, we presented a customer segmentation approach based on the sentiment analysis and the variable-scale clustering (VSC). The approach is able to get several customer clusters with the same satisfaction level where customers belonging to each cluster have similar interests. Finally, customer-centered marketing strategies and customer difference marketing campaigns are planned under the shadow of customer segmentation results. The experiments illustrate that our proposed method can support marketing decision marketing in practice that enriches the intention of the current customer relationship management.

Social media has already become one of the mainstream enterprise marketing channels recently. That consists of various media elements, such as text, picture, and even newly developed instant music video etc. Although several text or picture mining techniques could be directly utilized to analyse online user comments, few researches focus on how to improve the marketing performance of social media platforms through a multimedia approach. Therefore, this paper studies the social media marketing problem of user generated instant music video. A hybrid variable-scale clustering algorithm (HVSC) is proposed to analyse user feature through both textual and video content. Combining with the information dissemination characteristics of social media platforms, we also put forth a marketing strategy that intensively enlarges the transmission audience of influential UGC videos. Experiment results show that the HVSC is able to support managers to discover the target potential customer base of each UGC video following their music preference and current interest/concerns. Finally, according to the content relevance and customer influence, the video producers’ incentive mechanism is further discussed.

This study explores the interactive characteristics of the public, referencing existing data mining methods. This research attempts to develop a community data mining and integration technology to investigate the trends of global retail chain brands. Using social media mining and ensemble learning, it examines key image cues to highlight the various reasons motivating participation by fans. Further, it expands the discussion on image and marketing cues to explore how various social brands induce public participation and the evaluation of information efficiency. This study integrates random decision forests, extreme gradient boost, and adaboost for statistical verification. From 1 January 2011 to 31 December 2019, the studied brands published a total of 25,538 posts. The study combines community information and participation in its research framework. The samples are divided into three categories: retail food brand, retail home improvement brand, and retail warehouse club brand. This research draws on brand image and information cue theory to design the theoretical framework, and then uses behavior response factors for the theoretical integration. This study contributes a model that classifies brand community posts and mines related data to analyze public needs and preferences. More specifically, it proposes a framework with supervised and ensemble learning to classify information users′ behavioral characteristics.

As an emerging voice of the customer (VOC) containing feedback, such as opinions and expectations about products, social media data have the potential use for product improvement and new product development. However, most prior studies have focused on determining customer concerns, while neglecting to incorporate them into a systematic approach to identify product opportunities. In response, this paper suggests an approach to identify product opportunities from customer reviews in social media. This approach employs topic modeling to identify the product topics discussed by customers from largescale review posts related to a given product. A keygraph is then constructed based on the co-occurrences among the topics contained in each post. The chance discovery theory is then applied to generate new product opportunities from the chance nodes obtained from the keygraph. Our approach contributes to the systematic ideation process for product opportunity analysis based on large-scale and real-time VOC.

The huge volume of user-generated data on social media is the result of the aggregation of users’ personal backgrounds, past experiences, and daily activities. This huge size of the generated data, the so-called “big data,” has been studied and investigated intensively during the past few years. In spite of the impression one may get from the media, a great deal of data processing has not been uncovered by existing techniques of data engineering and processing. However, very few scholars have tried to do so, especially from the perspective of multiple-criteria decision-making (MCDM). These MCDM methods can derive influence relationships and weights associated with aspects and criteria, which can hardly be achieved by traditional data analytics and statistical approaches. Therefore, in this paper, we aim to propose an analytic framework to mine social networks, feed the meaningful information via MCDM methods based on a theoretical framework, derive causal relationships among the aspects of the theoretical framework, and finally compare the causal relationships with a social theory. Latent Dirichlet allocation (LDA) will be adopted to derive topic models based on the data retrieved from social media. By clustering the topics into aspects of the social theory, the probability associated with each aspect will be normalized and then transformed to a Likert-type 5-point scale. Afterwards, for every topic, the feature importance of all other topics will be derived using the random forest (RF) algorithm. The feature importance matrix will be transformed to the initial influence matrix of the decision-making trial and evaluation laboratory (DEMATEL). The influence relationships among the aspects and criteria and influence weights can then be derived by using the DEMATEL-based analytic network process (DANP). The influence weight versus each criterion can be derived by using DANP. To verify the feasibility of the proposed framework, Taiwanese users’ attitudes toward air pollution will be analyzed based on the value–belief–norm (VBN) theory by using social media data retrieved from Dcard (dcard.tw). Based on the analytic results, the causal relationships are fully consistent with the VBN framework. Further, the mutual influences derived in this work that were seldom discussed by earlier works, i.e., the mutual influences between altruistic concerns and egoistic concerns, as well as those between altruistic concerns and biosphere concerns, are worth further investigation in future.

Abstract Background It is becoming increasingly common for individuals and organizations to use social media platforms such as Facebook. These are being used for a wide variety of purposes including disseminating, discussing and seeking health related information. U.S. Federal health agencies are leveraging these platforms to ‘engage’ social media users to read, spread, promote and encourage health related discussions. However, different agencies and their communications get varying levels of engagement. In this study we use statistical models to identify factors that associate with engagement. Methods We analyze over 45,000 Facebook posts from 72 Facebook accounts belonging to 24 health agencies. Account usage, user activity, sentiment and content of these posts are studied. We use the hurdle regression model to identify factors associated with the level of engagement and Cox proportional hazards model to identify factors associated with duration of engagement. Results In our analysis we find that agencies and accounts vary widely in their usage of social media and activity they generate. Statistical analysis shows, for instance, that Facebook posts with more visual cues such as photos or videos or those which express positive sentiment generate more engagement. We further find that posts on certain topics such as occupation or organizations negatively affect the duration of engagement. Conclusions We present the first comprehensive analyses of engagement with U.S. Federal health agencies on Facebook. In addition, we briefly compare and contrast findings from this study to our earlier study with similar focus but on Twitter to show the robustness of our methods.

This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.

Personality is an important psychological construct accounting for individual differences in people. To reliably, validly, and efficiently recognize an individual's personality is a worthwhile goal; however, the traditional ways of personality assessment through self-report inventories or interviews conducted by psychologists are costly and less practical in social media domains, since they need the subjects to take active actions to cooperate. This paper proposes a method of big five personality recognition (PR) from microblog in Chinese language environments with a new machine learning paradigm named label distribution learning (LDL), which has never been previously reported to be used in PR. One hundred and thirteen features are extracted from 994 active Sina Weibo users' profiles and micro-blogs. Eight LDL algorithms and nine non-trivial conventional machine learning algorithms are adopted to train the big five personality traits prediction models. Experimental results show that two of the proposed LDL approaches outperform the others in predictive ability, and the most predictive one also achieves relatively higher running efficiency among all the algorithms.

Embracing sustainability in the 21st century entails developing environmental identity, so that attitudes towards energy sustainability result from the core values of one’s individual and social identity. This study aims to explore the shift in the formation of environmental identity and attitudes towards energy sustainability throughout the course of the two-year study period (2018–2020). A dataset of 8,677,961 tweets, Facebook posts and comments and 325,228 news articles was collected to carry out quantitative analysis of the distribution of the posts, likes, and comments. A correlation with media coverage of energy and green topics was sought to establish the impact of the media on public debate. A qualitative analysis of posts and tweets was carried out to establish dominant themes. The findings of the study reveal that both positive attitudes towards energy sustainability and environmental identity have been consolidated throughout the two-year study period. Social media users are not only increasingly interested in green issues but also produce more reactions towards posts related to sustainability topics. The results also suggest that sustainable values and green behavior are independent from the media coverage of current events and the perceived threat to one’s health from COVID-19. Social networking sites provide a context in which users not only reinforce their beliefs and values, but also mimic the behavior of other users, which leads to the formation of a social media identity bubble that reinforces shared identity—in this case, environmental identity. This study offers a multidisciplinary perspective on sustainable development that will be able to drive equitable energy security and environmental security.

This work uses cognitive network science to reconstruct how experts, influential news outlets and social media perceived and reported the news “COVID-19 is a pandemic”. In an exploratory corpus of 1 public speech, 10 influential news media articles on the same news and 37,500 trending tweets, the same pandemic declaration elicited a wide spectrum of perceptions retrieved by automatic language processing. While the WHO adopted a narrative strategy of mitigating the pandemic by raising public concern, some news media promoted fear for economic repercussions, while others channelled trust in contagion containment through semantic associations with science. In Italy, the first country to adopt a nationwide lockdown, social discourse perceived the pandemic with anger and fear, emotions of grief elaboration, but also with trust, a useful mechanism for coping with threats. Whereas news mostly elicited individual emotions, social media promoted much richer perceptions, where negative and positive emotional states coexisted, and where trust mainly originated from politics-related jargon rather than from science. This indicates that social media linked the pandemics to institutions and their intervention policies. Since both trust and fear strongly influence people’s risk-averse behaviour and mental/physical wellbeing, identifying evidence for these emotions is key under a global health crisis. Cognitive network science opens the way to unveiling the emotional framings of massively read news in automatic ways, with relevance for better understanding how information was framed and perceived by large audiences.

The purpose of this article is to present a framework for capturing and analyzing social media posts using a sentiment analysis tool to determine the views of the general public towards autonomous mobility. The paper presents the systems used and the results of this analysis, which was performed on social media posts from Twitter and Reddit. To achieve this, a specialized lexicon of terms was used to query social media content from the dedicated application programming interfaces (APIs) that the aforementioned social media platforms provide. The captured posts were then analyzed using a sentiment analysis framework, developed using state-of-the-art deep machine learning (ML) models. This framework provides labeling for the captured posts based on their content (i.e., classifies them as positive or negative opinions). The results of this classification were used to identify fears and autonomous mobility aspects that affect negative opinions. This method can provide a more realistic view of the general public’s perception of automated mobility, as it has the ability to analyze thousands of opinions and encapsulate the users’ opinion in a semi-automated way.

This article analyses the online reactions to a 'viral' video of an Egyptian artefact displayed in the Manchester Museum. It discusses the circulation of the video and the interpretations of this episode emerging from casual online conversations. Behind professionally led initiatives, audiences are contributing in a variety of ways on social media to disseminate and interpret archaeological news. This article discusses how user-generated data could support research on the public understanding of archaeology and it argues for more research on these casual and unintended collaborations on social media. However, while emphasising the potential for research of these data, the article also considers the impact of these unintended contributions on heritage professionals and the difficulties in negotiating competing and dissenting narratives on social media.

We contribute a system design and a generalized formal methodology to segment tourists based on their geolocated blogging behaviour according to their interests in identified tourist hotspots. Thus, it is possible to identify and target groups that are possibly interested in alternative destinations to relieve overtourism. A pilot application in a case study of Chinese travel in Switzerland by analysing Qyer travel blog data demonstrates the potential of our method. Accordingly, we contribute four conclusions supported by empirical data. First, our method can enable discovery of plausible geographical distributions of tourist hotspots, which validates the plausibility of the data and its collection. Second, our method discovered statistically significant stochastic dependencies that meaningfully differentiate the observed user base, which demonstrates its value for segmentation. Furthermore, the case study contributes two practical insights for tourism management. Third, Chinese independent travellers, which are the main target group of Qyer, are mainly interested in the discovered travel hotspots, similar to tourists on packaged tours, but also show interest in alternative places. Fourth, the proposed user segmentation revealed two clusters based on users’ social media activity level. For tourism research, users within the second cluster are of interest, which are defined by two segmentation attributes: they blogged about more than just one location, and they have followers. These tourists are significantly more likely to be interested in alternative destinations out of the hotspot axis. Knowing this can help define a target group for marketing activities to promote alternative destinations.

The emergence of Twitter in Thailand has given millions of users a platform to express and share their opinions about products and services, among other subjects, and so Twitter is considered to be a rich source of information for companies to understand their customers by extracting and analyzing sentiment from Tweets. This offers companies a fast and effective way to monitor public opinions on their brands, products, services, etc. However, sentiment analysis performed on Thai Tweets has challenges brought about by language-related issues, such as the difference in writing systems between Thai and English, short-length messages, slang words, and word usage variation. This research paper focuses on Tweet classification and on solving data sparsity issues. We propose a mixed method of supervised learning techniques and lexicon-based techniques to filter Thai opinions and to then classify them into positive, negative, or neutral sentiments. The proposed method includes a number of pre-processing steps before the text is fed to the classifier. Experimental results showed that the proposed method overcame previous limitations from other studies and was very effective in most cases. The average accuracy was 84.80 %, with 82.42 % precision, 83.88 % recall, and 82.97 % F-measure.

In the last few years, the growth of Social Media has changed significantly the way in which information and ideas of any kind are made, spent and reported. As a result, information has gradually shifted from “official” sources (online newspapers, institutional websites, etc.) to user-generated-content (UGG). This research arises from these premises: UGGs offer an interesting opportunity for a multidisciplinary analysis. The authors investigate Facebook conversations and status from the linguistic point of view, to know possible educational implications, starting from data visualization process. Our case study are seven years of conversations of the largest and longest running Italian Facebook group named “ROARS”.