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Exploring Instagram and Youtube Data to Extract User Insights: The Greek Paradigm

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Data Management Technologies and Applications (DATA 2022, DATA 2021)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1860))

  • 140 Accesses

Abstract

In an era when the word “digital” is more significant than ever, companies, following the boom of social media platforms, are giving up traditional advertising practices and use new policies of diffusion for engaging potential customers online. This shift encapsulates numerous modern marketing strategies, with the most popular one being influencer marketing, which forms the subject of our research. In more detail, for the work presented in this paper, tools and techniques were used to scrape public Instagram and YouTube profiles and collect data uploaded by users during 2020. This data was explored and analyzed in order to extract information concerning the digital behaviour and preferences of the Greek Instagram and YouTube communities, the activity of Greek companies on social media, as well as the social and commercial impact of the emerging COVID-19 pandemic during 2020 on Greek users’ digital behaviour. The work presented in this paper is an extension of our work in [32] and is the first study in the literature to perform an analysis on the behaviour of the Greek community of the two aforementioned social media platforms.

This work was supported by project ENIRISST+.

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Notes

  1. 1.

    https://www.simplilearn.com/types-of-influencers-article.

  2. 2.

    https://enirisst-plus.gr.

  3. 3.

    Nano-influencers are content creators within a social media platform, with anywhere from 100 to 10,000 followers.

  4. 4.

    These thresholds do not hold for Greek business accounts, due to their limited and recent presence on social media platforms.

  5. 5.

    https://starngage.com/app/global.

  6. 6.

    https://stats.video/top/most-subscribed/youtube-channels/greece/of-all-time.

  7. 7.

    https://www.socialbakers.com/statistics/youtube/channels/greece.

  8. 8.

    https://scrapy.org/.

  9. 9.

    Note that profiles shown as “Uncategorised/Other” correspond to accounts administrated by groups of people (e.g., tv channels, magazines, etc.) and are less prone to seeking for promotion through IM.

  10. 10.

    https://www.mongodb.com/.

  11. 11.

    https://github.com/stefanos-vlachos/Instagram_Scrapy_Scraper.

  12. 12.

    https://github.com/stefanos-vlachos/Youtube_Scrapy_Scraper.

  13. 13.

    https://www.google.com/forms/about/.

  14. 14.

    ER stands for Engagement Rate.

  15. 15.

    https://www.mongodb.com/products/compass.

  16. 16.

    https://www.mongodb.com/docs/charts/.

  17. 17.

    https://www.google.com/sheets/about/.

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Acknowledgements

This work was supported by project ENIRISST+ under grant agreement No. MIS 5047041 from the General Secretary for ERDF & CF, under Operational Programme Competitiveness, Entrepreneurship and Innovation 2014-2020 (EPAnEK) of the Greek Ministry of Economy and Development (co-financed by Greece and the EU through the ERDF).

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Authors and Affiliations

  1. Dept. of Informatics and Telecommunications, University of the Peloponnese, GR-22131, Tripoli, Greece

    Stefanos Vlachos, Dimitris Linarakis, Nikos Platis & Paraskevi Raftopoulou

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  1. Stefanos Vlachos
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  2. Dimitris Linarakis
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  3. Nikos Platis
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  4. Paraskevi Raftopoulou
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Correspondence to Paraskevi Raftopoulou .

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Editors and Affiliations

  1. University of Calabria, Rende, Italy

    Alfredo Cuzzocrea

  2. Ford Motor Company, Commerce Township, MI, USA

    Oleg Gusikhin

  3. Siège du Groupe ESEO, Angers, France

    Slimane Hammoudi

  4. Hochschule Niederrhein, Krefeld, Nordrhein-Westfalen, Germany

    Christoph Quix

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Vlachos, S., Linarakis, D., Platis, N., Raftopoulou, P. (2023). Exploring Instagram and Youtube Data to Extract User Insights: The Greek Paradigm. In: Cuzzocrea, A., Gusikhin, O., Hammoudi, S., Quix, C. (eds) Data Management Technologies and Applications. DATA DATA 2022 2021. Communications in Computer and Information Science, vol 1860. Springer, Cham. https://doi.org/10.1007/978-3-031-37890-4_5

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