於社群媒體識別使用者之實質興趣

Identifying Users Intense Interests on Social Media

戴法畢(Costa Dos Santos Daio, Fabio)

指導教授 ： 陳宜欣

國立清華大學/電機資訊學院/資訊系統與應用研究所/碩士(2017年)

摘要

社群媒體是目前各大商業應用獲利的重要媒介，透過使用者的行為分析，企業可以設計出更適合他們的產品。因此，我們必須了解使用者的興趣，以及這些興趣對他們個人而言的重要性。然而，這卻是一項非常艱難的任務，由於大多數使用者不會直接表達他們所熱愛的興趣，必須由他們的社群媒體貼文來推測他們實質的興趣。
現有的研究著重於分析使用者興趣，但是並未考慮興趣的強度以及時間的影響。值得注意的是，人們所喜歡的興趣卻有相當高的機率會隨著時間而改變。在本研究中，我們提出了一套分析使用者興趣的模型，藉由使用者在Twitter上長期發文的資訊，運用時間及次數兩個指標來進行權衡，辨識出他們的個人興趣，並依據其重要性排序。

關鍵字

使用者興趣 ； 實質興趣 ； 社群媒體

並列摘要

Many business applications aim to take advantage of social media to target users and increase profit. To achieve this aim, it is necessary to understand the interests that drive users and the personal importance that they assign to each interest; the more importance a given interest has to a user, the more intense or relevant it is. While the end results are desirous, profiling users is a difficult task as users in general are not willing to explicitly reveal information about their interests. It is for this reason that interests must be inferred implicitly from their posts as understanding the users' most intense interests will help in the development of personalized recommendations and advertisements. The existing research in the domain focused on extracting user interests but none so far have considered intensity and the impact of time on expressed interests as factors. It is probable that the way in which a users' interest changes over time can be an ideal indicator of how much a given user likes a given topic. In this study, we propose a model to identify the users' interests and to rank them by importance by leveraging the content of tweets as well the time and frequency that a given user post tweets about their interests on social media.

並列關鍵字

user interest ； interest intensity ； social media

參考文獻

[1] Shao-Chen Wu, Elvis Saravia, and Yi-Shin Chen. A dynamic influence keyword model for identifying implicit user interests on social networks. 2013.

[4] John Hannon, Mike Bennett, and Barry Smyth. Recommending twitter users to follow using content and collaborative filtering approaches. In Proceedings of the fourth ACM conference on Recommender systems, pages 199–206. ACM, 2010.

[9] Ying Ding and Jing Jiang. Extracting interest tags from twitter user biographies. In Asia Information Retrieval Symposium, pages 268–279. Springer, Cham, 2014.

[10] Matias Nicoletti, Silvia Schiaffino, and Daniela Godoy. Mining interests for user profiling in electronic conversations. Expert Systems with Applications, 40(2):638–645, 2013.

[11] Wei Shen, Jianyong Wang, Ping Luo, and Min Wang. Linking named entities in tweets with knowledge base via user interest modeling. In Proceedings of the 19th ACM SIGKDD international conference on Knowledge discovery and data mining, pages 68–76. ACM, 2013.