We propose a general framework for the recommendation of possible customers (users) to advertisers (e.g., brands) based on the comparison between On-line Social Network profiles. In particular, we represent both user and brand profiles as trees where nodes correspond to categories and sub-categories in the associated On-line Social Network. When categories involve posts and comments, the comparison is based on word embedding, and this allows to take into account the similarity between topics popular in the brand profile and user preferences. Results on real datasets show that our approach is successfull in identifying the most suitable set of users to be used as target for a given advertisement campaign.
The authors of @cite_7 use Differential Language Analysis (DLA) in order to find language features across millions of Facebook messages that distinguish demographic and psychological attributes. They show that their approach can yield additional insights (correlations between personality and behavior as manifest through language) and more information (as measured through predictive accuracy) than traditional a priori word-category approaches.
@cite_7
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We analyzed 700 million words, phrases, and topic instances collected from the Facebook messages of 75,000 volunteers, who also took standard personality tests, and found striking variations in language with personality, gender, and age. In our open-vocabulary technique, the data itself drives a comprehensive exploration of language that distinguishes people, finding connections that are not captured with traditional closed-vocabulary word-category analyses. Our analyses shed new light on psychosocial processes yielding results that are face valid (e.g., subjects living in high elevations talk about the mountains), tie in with other research (e.g., neurotic people disproportionately use the phrase ‘sick of’ and the word ‘depressed’), suggest new hypotheses (e.g., an active life implies emotional stability), and give detailed insights (males use the possessive ‘my’ when mentioning their ‘wife’ or ‘girlfriend’ more often than females use ‘my’ with ‘husband’ or 'boyfriend’). To date, this represents the largest study, by an order of magnitude, of language and personality. Psychology research suggests that certain personality traits correlate with linguistic behavior. This correlation can be effectively modeled with statistical natural language processing techniques. Prediction accuracy generally improves with larger data samples, which also allows for more lexical features. Most existing work on personality prediction, however, focuses on small samples and closed-vocabulary investigations. Both factors limit the generality and statistical power of the results. In this paper, we explore the use of social media as a resource for large-scale, openvocabulary personality detection. We analyze which features are predictive of which personality traits, and present a novel corpus of 1.2M English tweets annotated with Myers-Briggs personality type and gender. Our experiments show that social media data can provide sufficient linguistic evidence to reliably predict two of four personality dimensions. The language used in tweets from 1,300 different US counties was found to be predictive of the subjective well-being of people living in those counties as measured by representative surveys. Topics, sets of co-occurring words derived from the tweets using LDA, improved accuracy in predicting life satisfaction over and above standard demographic and socio-economic controls (age, gender, ethnicity, income, and education). The LDA topics provide a greater behavioural and conceptual resolution into life satisfaction than the broad socio-economic and demographic variables. For example, tied in with the psychological literature, words relating to outdoor activities, spiritual meaning, exercise, and good jobs correlate with increased life satisfaction, while words signifying disengagement like ’bored’ and ’tired’ show a negative association. We investigate the value-add of topic modeling in text analysis for depression, and for neuroticism as a strongly associated personality measure. Using Pennebaker’s Linguistic Inquiry and Word Count (LIWC) lexicon to provide baseline features, we show that straightforward topic modeling using Latent Dirichlet Allocation (LDA) yields interpretable, psychologically relevant “themes” that add value in prediction of clinical assessments.