Elementary Statistics Using Excel (3rd Edition)
Elementary Statistics Using Excel (3rd Edition)
What is Twitter, a social network or a news media?
Proceedings of the 19th international conference on World wide web
Conversational tagging in twitter
Proceedings of the 21st ACM conference on Hypertext and hypermedia
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
Classifying trending topics: a typology of conversation triggers on Twitter
Proceedings of the 20th ACM international conference on Information and knowledge management
Twitter Trending Topic Classification
ICDMW '11 Proceedings of the 2011 IEEE 11th International Conference on Data Mining Workshops
Wide-area Internet traffic patterns and characteristics
IEEE Network: The Magazine of Global Internetworking
Online ad banners: the effects of goal orientation and content congruence on memory
CHI '13 Extended Abstracts on Human Factors in Computing Systems
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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.