edited version banerjee sultan emac 2016

8/16/2019 Edited Version Banerjee Sultan EMAC 2016

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Sy Banerjee,Associate Professor

School of ManagementUniversity of Michigan, Flint,

[email protected]

Fareena Sultan,Professor

DAmore Mc!im School of "usiness #ortheastern University, "oston, MA, [email protected]

Presented at EMAC 2016, Oslo, NorwayMay $%, $&'(

Social Media

eo!orensics"An E#$loratory Analysis


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SOC&A' ME(&A S)A*&N• Social Media sharing can have 5romotional

value in 2ntegrated Mar6eting )ommunications

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• )an ca5ture attention of consumers, trigger

li6es, comments and brand 5o5ularity 7:ries,

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.ey *esearc/uestion

*iven the eB5onential rise in social mediasharing from a variety of 5hysicallocations, ho< does conteBt aect usageG4hat can mar6eters learn from these

conteBtEs5eciHc behaviorsG


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AnalyIing 5hysical conteBtEs5eciHc informationfrom 3ocation "ased Social #et


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/at does Social Media

eo!orensics entail

• 2dentifying social media 5latforms revealing location

• )onnecting conteBt variables that hel5 eB5lain sharedinformation

• )oding shared content

• Understanding user characteristics based on sharing5atterns

• AnalyIing user and conteBt eects on sharing behavior

•

Dra


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Oerall (ataCollection and

Analysis Process


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*ESEA*C) 5ES%&ONS

• Are all venues created eualG Are users more li6ely to

chec6 into certain locations more than some othersG

• nce chec6ed in, ho< does venue and user ty5e

aect the content of t


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!ee5ing number of chec6Eins constant as more categories arechec6ed into, the Unali6eability 2ndeB, or :enue :ariability 7::9increases. So


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MANAE*&A' AC%&ONS-1

SegmentL target for cross 5romotions, ne< eB5eriencesMichael chec6s in at

)lar6e chec6s in at

4ho


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4hat is the chec6Ein share of your brand


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4hat are the 5rime times and categories for crossE5romoting your brand or categoryG

MANAE*&A' AC%&ONS -9

n 1uesdaysL 1hursdays, if

targeting men, usefood cou5ons, for


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/o< do you target grou5s for your categoryG

MANAE*&A' AC%&ONS

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2f in Arts N -ntertainment or

utdoors, men are


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4hat 6ind of information can you mine from yourvenueG

MANAE*&A' AC%&ONS -;

/en t/e &O ratio is < 1, there is more inner directedcontent and you can learn more about customers 5ersonal

lives and needs/en t/e &O is = 1, there is more outer directed content,

and you can Hnd out more about customers eB5eriences,

and


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Contri>utions• )once5tualiIing and com5uting venue

variability• #e<


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5ES%&ONS

edited version banerjee sultan emac 2016

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