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Detection of Branded Posts in User-Generated Content

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Social Computing and Social Media (HCII 2024)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14704))

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Abstract

User-generated content (UGC) is a fundamental source of information for the study of consumer behavior, product development, and to assess the quality of service. The expansion of branded content, published and mixed with “ordinary” UGC on the same online platforms, blurs the notions of which content should be considered for these studies. This contribution draws on the notion of “authenticity” to offer a taxonomy distinguishing “branded” from “organic” content and presents a computational method to detect branded content in UGC.

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Notes

  1. 1.

    In practice, the step of spam removal is unfrequently performed (and if so, not documented in detail) in marketing research papers on online consumer sentiment.

  2. 2.

    The source code of all steps of the method is available under an Creative Commons Attribution 4.0 International Public License at https://github.com/seinecle/umigon-family.

  3. 3.

    https://github.com/seinecle/umigon-static-files/blob/main/src/main/resources/net/clementlevallois/umigon/lexicons/en/9_commercial%20tone.txt.

  4. 4.

    https://github.com/seinecle/umigon-lexicons/tree/main/src/main/java/net/clementlevallois/umigon/heuristics/booleanconditions.

  5. 5.

    https://github.com/vladkens/twscrape. The search on MongoDB returned 218 tweets and the search on HP printer returned 206 results, despite the parameter set.

  6. 6.

    Single tests can be performed on the homepage of https://nocodefunctions.com. Text files can be analyzed on the same platform, returning explanations for each of the results in a spreadsheet format. An API access is also available.

  7. 7.

    See also the public benchmark: https://github.com/seinecle/umibench.

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Authors and Affiliations

  1. Emlyon Business School, 15 Boulevard Diderot, 75012, Paris, France

    Clement Levallois

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  1. Clement Levallois
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Correspondence to Clement Levallois .

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Editors and Affiliations

  1. University of Bucharest, Bucharest, Romania

    Adela Coman

  2. University of Tsukuba, Tsukuba, Japan

    Simona Vasilache

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Levallois, C. (2024). Detection of Branded Posts in User-Generated Content. In: Coman, A., Vasilache, S. (eds) Social Computing and Social Media. HCII 2024. Lecture Notes in Computer Science, vol 14704. Springer, Cham. https://doi.org/10.1007/978-3-031-61305-0_21

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  • DOI: https://doi.org/10.1007/978-3-031-61305-0_21

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