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Social Media Content Analytics beyond the Text: A Case Study of University Branding in Instagram

Published: 18 April 2019 Publication History

Abstract

Social media is unarguably one of the wealthiest sources of information. The opinions shared on social platform have an immense influence towards the brands equity. Social media has flourished with platforms like Facebook, Twitter, and Snapchat, etc. However, over the past decade, Instagram, one of the most famous photo posting social media, has dominated the youth's attention with its unique feature of being the first ever photo sharing application. Over the years, large-scale data of user activity has been collected by researchers, yet not a single research reflects the scope of applying Artificial Intelligence (AI) framework to social media. By applying the advanced frameworks of AI, we can acquire the capability to analyze the content of social media. This content analysis enables us to be privy to numerous brands on social media, namely, retail branding, fashion branding, and, education branding, etc. In this paper, we propose a framework for education branding in social media. Our approach redefines social intelligence by helping students choose their school and provide insight on the rapid growth of the university through ranking, trending sports teams, newly introduced courses, real-time student feedback and future goals of the universities. This case study enables us to interpret social media in a complete innovative view.

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  • (2023)Social Media Data Analytics Using K-Means Clustering2023 Third International Conference on Ubiquitous Computing and Intelligent Information Systems (ICUIS)10.1109/ICUIS60567.2023.00076(426-431)Online publication date: 1-Sep-2023
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  • (2021)Using data mining to create innovations in educationSocio-Economic Problems and the State10.33108/sepd2022.02.02125:2(21-28)Online publication date: 2021
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cover image ACM Conferences
ACMSE '19: Proceedings of the 2019 ACM Southeast Conference
April 2019
295 pages
ISBN:9781450362511
DOI:10.1145/3299815
  • Conference Chair:
  • Dan Lo,
  • Program Chair:
  • Donghyun Kim,
  • Publications Chair:
  • Eric Gamess
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Publication History

Published: 18 April 2019

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Author Tags

  1. Analysis
  2. Artificial Intelligence
  3. Branding
  4. Instagram
  5. Social media

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ACM SE '19
Sponsor:
ACM SE '19: 2019 ACM Southeast Conference
April 18 - 20, 2019
GA, Kennesaw, USA

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Overall Acceptance Rate 502 of 1,023 submissions, 49%

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Cited By

View all
  • (2023)Social Media Data Analytics Using K-Means Clustering2023 Third International Conference on Ubiquitous Computing and Intelligent Information Systems (ICUIS)10.1109/ICUIS60567.2023.00076(426-431)Online publication date: 1-Sep-2023
  • (2021)IS THERE A RELATIONSHIP BETWEEN THE INSTITUTIONAL SUCCESS OF UNIVERSITIES IN WEBOMETRIC RANKING SYSTEM AND THEIR POPULARITY ON FACEBOOK? A HOLISTIC CASE OF TURKISH UNIVERSITIESWEBOMETRİK SIRALAMA SİSTEMİNDEKİ ÜNİVERSİTELERİN KURUMSAL BAŞARILARI İLE FACEBOOK POPÜLERİTELERİ ARASINDA BİR İLİŞKİ VAR MIDIR? TÜRK ÜNİVERSİTELERİNİN BÜTÜNSEL ÖRNEĞİİstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi10.46928/iticusbe.76893020:40(310-330)Online publication date: 25-Jun-2021
  • (2021)Using data mining to create innovations in educationSocio-Economic Problems and the State10.33108/sepd2022.02.02125:2(21-28)Online publication date: 2021
  • (2021)Knowledge sharing discourse types used by key actors in online affinity spacesInformation and Learning Sciences10.1108/ILS-09-2020-0211122:9/10(671-687)Online publication date: 18-Jun-2021
  • (2021)Social Media and Student Experience: What Do Google Reviews Say?Assessing and Enhancing Student Experience in Higher Education10.1007/978-3-030-80889-1_10(235-260)Online publication date: 10-Nov-2021
  • (2019)AI-NLP Analytics: A thorough Comparative Investigation on India-USA Universities Branding on the Trending Social Media Platform “Instagram”2019 4th International Conference on Computational Systems and Information Technology for Sustainable Solution (CSITSS)10.1109/CSITSS47250.2019.9031050(1-8)Online publication date: Dec-2019
  • (2019)User Behavior: The Case of InstagramMarketing and Smart Technologies10.1007/978-981-15-1564-4_5(38-48)Online publication date: 29-Nov-2019
  • (2019)Automatic Content Analysis of Social Media Short Texts: Scoping Review of Methods and ToolsComputer Supported Qualitative Research10.1007/978-3-030-31787-4_7(89-101)Online publication date: 17-Sep-2019

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