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1、SentimentAnalysisofTwitterAudiences:MeasuringthePositiveorNegativeInfluenceofPopularTwitterersYounggueBaeandHongchulLeeDepartmentofIndustrialManagementEngineering,KoreaUniversity,Anam-dong,Seongbuk-gu,Seoul,136-713,Korea.E-mail:louiezzang@hotmail.com;hclee@korea.ac.krTwitterisa
2、popularmicrobloggingservicethatisusedtoexistandareusedtopromotewebsites,services,products,readandwritemillionsofshortmessagesonanytopicorindividualsbyusingmicrobloggingonpopularplatformswithina140-characterlimit.PopularorinfluentialuserssuchasTwitter,Facebook,etc.,asmarketingan
3、dpublictweettheirstatusandareretweeted,mentioned,orrepliedtobytheiraudience.Sentimentanalysisoftherelationsservices.1tweetsbypopularusersandtheiraudiencerevealsSinceitslaunchinOctober2006,Twitterhasbecomeawhethertheaudienceisfavorabletopopularusers.Weubiquitousreal-timeinforma
4、tionnetworkpoweredbyanalyzedover3,000,000tweetsmentioningorreplyingpeopleallaroundtheworldthatletsusersshareanddis-tothe13mostinfluentialuserstodetermineaudiencecoverwhatishappeningnow.Twitterisasocialmediumsentiment.Twittermessagesreflectthelandscapeofsentimenttowarditsmostpopu
5、larusers.Weusedtheforpeopletocommunicateandstayconnectedthroughthesentimentanalysistechniqueasavalidpopularityindi-exchangeofquick,frequentmessages.Peoplewriteshortcatorormeasure.First,wedistinguishedbetweentheupdates,oftencalledtweets,limitedto140characters,positiveandnegativ
6、eaudiencesofpopularusers.aboutvarioustopicssuchastheirday-to-dayactivities.Second,wefoundthatthesentimentsexpressedintheTheyshareinformation,news,andopinionswithfollow-tweetsbypopularusersinfluencedthesentimentoftheiraudience.Third,fromtheabovetwofindingsweers,andseekknowledgean
7、dexpertisethroughpublicdevelopedapositive-negativemeasureforthisinflu-tweets.ence.Finally,usingaGrangercausalityanalysis,weTwitteremploysasocial-networkingmodelcalledfol-foundthatthetime-series-basedpositive-negativesen-lowing,inwhichTwitteruserscanfollowanyotherusertimentchang
8、eoftheaudiencewasrelatedtothereal-withoutpermission,i.e.,ther