research-article

Are trending topics useful for marketing?: visibility of trending topics vs traditional advertisement

Authors:

Juan Miguel Carrascosa,

Roberto González,

Arturo AzcorraAuthors Info & Claims

COSN '13: Proceedings of the first ACM conference on Online social networks

Pages 165 - 176

https://doi.org/10.1145/2512938.2512948

Published: 07 October 2013 Publication History

Abstract

Trending Topics seem to be a powerful tool to be used in marketing and advertisement contexts, however there is not any rigorous analysis that demonstrates this. In this paper we present a first effort in this direction. We use a dataset including more than 110K Trending Topics from 35 countries collected over a period of 3 months as basis to characterize the visibility offered by Local Trending Topics. Furthermore, by using metrics that rely on the exposure time of Trending Topics and the penetration of Twitter, we compare the visibility provided by Trending Topics and traditional advertisement channels such as newspapers' ads or radio-stations' commercials for several countries. Our study confirms that Trending Topics offer a comparable visibility to the aforementioned traditional advertisement channels in those countries where we have conducted our comparison study. Then, we conclude that Trending Topics can be useful in marketing and advertisement contexts at least in the analyzed countries.

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Cited By

Henriques JFerreira J(2022)Searching for associations between social media trending topics and organizationsMultimedia Tools and Applications10.1007/s11042-022-13438-282:6(9277-9302)Online publication date: 19-Aug-2022
https://doi.org/10.1007/s11042-022-13438-2
Linhares CPonciano JPereira FRocha LPaiva JTravençolo B(2019)A scalable node ordering strategy based on community structure for enhanced temporal network visualizationComputers and Graphics10.1016/j.cag.2019.08.00684:C(185-198)Online publication date: 1-Nov-2019
https://dl.acm.org/doi/10.1016/j.cag.2019.08.006
Gupta SKuchhal DGupta PAhamad MGupta MKumaraguru PAkkermans HFontaine KVermeulen IHouben GWeber M(2018)Under the Shadow of SunshineProceedings of the 10th ACM Conference on Web Science10.1145/3201064.3201065(67-76)Online publication date: 15-May-2018
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Index Terms

Are trending topics useful for marketing?: visibility of trending topics vs traditional advertisement
1. Information systems
  1. Information retrieval
  2. Information storage systems

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Published In

cover image ACM Conferences

COSN '13: Proceedings of the first ACM conference on Online social networks

October 2013

254 pages

ISBN:9781450320849

DOI:10.1145/2512938

General Chair:
Muthu Muthukrishnan
Microsoft & Rutgers University, USA
,
Program Chairs:
Amr El Abbadi
UC Santa Barbara, USA
,
Balachander Krishnamurthy
AT&T Labs-Research, USA

Copyright © 2013 ACM.

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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Published: 07 October 2013

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COSN'13: Conference on Online Social Networks

October 7 - 8, 2013

Massachusetts, Boston, USA

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COSN '13 Paper Acceptance Rate 22 of 138 submissions, 16%;

Overall Acceptance Rate 69 of 307 submissions, 22%

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https://doi.org/10.1007/s11042-022-13438-2
Linhares CPonciano JPereira FRocha LPaiva JTravençolo B(2019)A scalable node ordering strategy based on community structure for enhanced temporal network visualizationComputers and Graphics10.1016/j.cag.2019.08.00684:C(185-198)Online publication date: 1-Nov-2019
https://dl.acm.org/doi/10.1016/j.cag.2019.08.006
Gupta SKuchhal DGupta PAhamad MGupta MKumaraguru PAkkermans HFontaine KVermeulen IHouben GWeber M(2018)Under the Shadow of SunshineProceedings of the 10th ACM Conference on Web Science10.1145/3201064.3201065(67-76)Online publication date: 15-May-2018
https://dl.acm.org/doi/10.1145/3201064.3201065
Sukul AGopalakrishnan BTavanapong WPeterson D(2017)Online video ad measurement for political science research2017 IEEE International Conference on Big Data (Big Data)10.1109/BigData.2017.8258161(2132-2140)Online publication date: Dec-2017
https://doi.org/10.1109/BigData.2017.8258161
Fortunato AGorgoglione MMesseni Petruzzelli APanniello U(2017)Leveraging Big Data for Sustaining Open Innovation: The Case of Social TVInformation Systems Management10.1080/10580530.2017.133000034:3(238-249)Online publication date: 16-May-2017
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Arantes MFigueiredo FAlmeida JNejdl WHall WParigi PStaab S(2016)Understanding video-ad consumption on YouTubeProceedings of the 8th ACM Conference on Web Science10.1145/2908131.2908159(25-34)Online publication date: 22-May-2016
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Wang YYu DLiu QLau F(2016)Inductive coloring: Implementing basic communication primitives with Rayleigh-fading interferenceIEEE INFOCOM 2016 - The 35th Annual IEEE International Conference on Computer Communications10.1109/INFOCOM.2016.7524605(1-9)Online publication date: Apr-2016
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Wang DLi ZXie GKaafar MSalamatian K(2016)Adwords management for third-parties in SEM: An optimisation model and the potential of TwitterIEEE INFOCOM 2016 - The 35th Annual IEEE International Conference on Computer Communications10.1109/INFOCOM.2016.7524581(1-9)Online publication date: Apr-2016
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Wang TLiu FGuo JXu H(2016)Dynamic SDN controller assignment in data center networks: Stable matching with transfersIEEE INFOCOM 2016 - The 35th Annual IEEE International Conference on Computer Communications10.1109/INFOCOM.2016.7524357(1-9)Online publication date: Apr-2016
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Carrascosa JMikians JCuevas RErramilli VLaoutaris NHuici FBianchi G(2015)I always feel like somebody's watching meProceedings of the 11th ACM Conference on Emerging Networking Experiments and Technologies10.1145/2716281.2836098(1-13)Online publication date: 1-Dec-2015
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