Skip to main content
SpringerLink
Log in

Data Mining Cultural Aspects of Social Media Marketing

  • Conference paper
Advances in Data Mining. Applications and Theoretical Aspects (ICDM 2014)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 8557))

Included in the following conference series:

Abstract

or marketing to function in a globalized world it must respect a diverse set of local cultures. With marketing efforts extending to social media platforms, the crossing of cultural boundaries can happen in an instant. In this paper we examine how culture influences the popularity of marketing messages in social media platforms. Text mining, automated translation and sentiment analysis contribute largely to our research. From our analysis of 400 posts on the localized Google+ pages of German car brands in Germany and the US, we conclude that posting time and emotions are important predictors for reshare counts.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Vargo, S.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. Journal of Marketing 68(1), 1–17 (2004)

    Article  Google Scholar 

  2. Merz, M.A., He, Y., Vargo, S.L.: The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science 37(3), 328–344 (2009)

    Article  Google Scholar 

  3. Chevalier, J.A., Mayzlin, D.: The effect of word of mouth on sales. Journal of Marketing Research 43(3), 345–354 (2006)

    Article  Google Scholar 

  4. Rajagopal: Managing Social Media and Consumerism. Palgrave Macmillan (2013)

    Google Scholar 

  5. Kitchen, P.J.: The Dominant Influence of Marketing in the 21st Century: The Marketing Leviathan. Palgrave Macmillan (2013)

    Google Scholar 

  6. Kozinets, R.V., Hemetsberger, A., Schau, H.J.: The wisdom of consumer crowds: Collective innovation in the age of networked marketing. Journal of Macromarketing 28(4), 339–354 (2008)

    Article  Google Scholar 

  7. Sánchez-Tabernero, A., Villanueva, J., Orihuela, J.L.: Social media networks as marketing tools for media companies. In: Handbook of Social Media Management, pp. 161–178. Springer (2013)

    Google Scholar 

  8. Alden, D.L., Steenkamp, J.B.E., Batra, R.: Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. The Journal of Marketing 63(1), 75–87 (1999)

    Article  Google Scholar 

  9. Kotler, P., Pfoertsch, W.: B2B Brand Management. Springer, Berlin (2006)

    Google Scholar 

  10. Matthiesen, I., Phau, I.: The Hugo Boss connection: Achieving global brand consistency across countries. The Journal of Brand Management 12(5), 325–338 (2005)

    Article  Google Scholar 

  11. Roth, M.S.: The effects of culture and socioeconomics on the performance of global brand image strategies. Journal of Marketing Research 32(2), 163–175 (1995)

    Article  Google Scholar 

  12. Torelli, C.J.: Globalization, Culture, and Branding. Palgrave Macmillan (2013)

    Google Scholar 

  13. Raab, D.M.: New metrics for social media. Information Management 21(6), 24 (2011)

    Google Scholar 

  14. Ganahl, R.: The social media war: Is Google+ the David to Facebook’s Goliath? In: Handbook of Social Media Management, pp. 513–531. Springer (2013)

    Google Scholar 

  15. Viégas, F., Wattenberg, M., Hebert, J., Borggaard, G., Cichowlas, A., Feinberg, J., Orwant, J., Wren, C.: Google+ ripples: A native visualization of information flow. In: Proceedings of the 22nd International Conference on World Wide Web, pp. 1389–1398. International World Wide Web Conferences Steering Committee (2013)

    Google Scholar 

  16. Kwak, H., Lee, C., Park, H., Moon, S.B.: What is Twitter, a social network or a news media? In: Proceedings of the 19th International Conference on World Wide Web, WWW 2010, pp. 591–600. ACM (2010)

    Google Scholar 

  17. Java, A., Song, X., Finin, T., Tseng, B.: Why we twitter: An analysis of a microblogging community. In: Zhang, H., Spiliopoulou, M., Mobasher, B., Giles, C.L., McCallum, A., Nasraoui, O., Srivastava, J., Yen, J. (eds.) WebKDD 2007. LNCS, vol. 5439, pp. 118–138. Springer, Heidelberg (2009)

    Chapter  Google Scholar 

  18. Sago, B.: Factors influencing social media adoption and frequency of use: An examination of Facebook, Twitter, Pinterest and Google+. International Journal of Business & Commerce 3(1), 1–14 (2013)

    Google Scholar 

  19. Goyal, S.: Facebook, Twitter, Google+: Social networking. International Journal of Social Networking and Virtual Communities 1(1), 16–18 (2012)

    Article  Google Scholar 

  20. McNair, B.: An Introduction to Political Communication. Routledge (2011)

    Google Scholar 

  21. Dennhardt, S.: User-Generated Content and its Impact on Branding. Springer (2012)

    Google Scholar 

  22. Rogers, E.M.: Diffusion of Innovations. Free Press (2010)

    Google Scholar 

  23. Shannon, C., Weaver, W.: The Mathematical Theory of Communication. University of Illinois Press (2002)

    Google Scholar 

  24. Vos, E., Varey, R.J.: Social networks and marketing happiness? The potential role of marketing in an electronic world. In: Varey, R.J., Pirson, M. (eds.) Humanistic Marketing, pp. 244–256 (2013)

    Google Scholar 

  25. Kempe, D., Kleinberg, J.M., Tardos, É.: Maximizing the spread of influence through a social network. In: Proceedings of the Ninth ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2003, pp. 137–146. ACM (2003)

    Google Scholar 

  26. Hochreiter, R., Waldhauser, C.: A stochastic simulation of the decision to retweet. In: Perny, P., Pirlot, M., Tsoukiàs, A. (eds.) ADT 2013. LNCS, vol. 8176, pp. 221–229. Springer, Heidelberg (2013)

    Chapter  Google Scholar 

  27. Cha, M., Haddadi, H., Benevenuto, F., Gummadi, P.K.: Measuring user influence in Twitter: The million follower fallacy. In: Proceedings of the Fourth International Conference on Weblogs and Social Media, ICWSM 2010. The AAAI Press (2010)

    Google Scholar 

  28. Stieglitz, S., Dang-Xuan, L.: Political communication and influence through microblogging. In: 45th Hawaii International International Conference on Systems Science (HICSS-45 2012), pp. 3500–3509. IEEE Computer Society (2012)

    Google Scholar 

  29. Macskassy, S.A., Michelson, M.: Why do people retweet? Anti-Homophily wins the day! In: Proceedings of the Fifth International Conference on Weblogs and Social Media. The AAAI Press (2011)

    Google Scholar 

  30. Hofstede, G., Bond, M.H.: Hofstede’s culture dimensions: An independent validation using Rokeach’s value survey. Journal of Cross-Cultural Psychology 15(4), 417–433 (1984)

    Article  Google Scholar 

  31. Taras, V., Kirkman, B.L., Steel, P.: Examining the impact of culture’s consequences: A three-decade, multilevel, meta-analytic review of Hofstede’s cultural value dimensions. Journal of Applied Psychology 95(3), 405–439 (2010)

    Article  Google Scholar 

  32. Nakata, C.: Beyond Hofstede: Culture Frameworks for Global Marketing and Management. Palgrave Macmillan (2009)

    Google Scholar 

  33. Hofstede, G., Hofstede, G.J., Minkov, M.: Cultures and Organizations: Software for the Mind (2010)

    Google Scholar 

  34. Liu, B.: Sentiment Analysis and Opinion Mining. Morgan & Claypool Publishers (2012)

    Google Scholar 

  35. Hu, M., Liu, B.: Mining opinion features in customer reviews. In: Proceedings of Nineteeth National Conference on Artificial Intellgience (AAAI 2004). The AAAI Press (July 2004)

    Google Scholar 

  36. Bethard, S., Yu, H., Thornton, A., Hativassiloglou, V., Jurafsky, D.: Automatic extraction of opinion propositions and their holders. In: AAAI Spring Symposium on Exploring Attitude and Affect in Text 2004. The AAAI Press (2004)

    Google Scholar 

  37. Parrott, W.G.: Emotions in social psychology: Volume overview. In: Parrott, W.G. (ed.) Emotions in Social Psychology: Essential Readings, pp. 1–19. Psychology Press (2001)

    Google Scholar 

  38. Jurka, T.P.: Sentiment: Tools for Sentiment Analysis, R package version 0.2 (2012)

    Google Scholar 

  39. Guerzoni, M.: Product Variety in Automotive Industry. Springer (2014)

    Google Scholar 

  40. Schuman, J.H.: The Impact of Culture of Relationship Marketing in International Services. Springer (2009)

    Google Scholar 

  41. Brown, P.F., Della Pietra, V.J., Della Pietra, S.A., Mercer, R.L.: The mathematics of statistical machine translation. Computational Linguistics 19(2), 263–311 (1993)

    Google Scholar 

  42. R Core Team: R: A Language and Environment for Statistical Computing. R Foundation for Statistical Computing, Vienna, Austria (2013)

    Google Scholar 

  43. Waldhauser, C.: Plusser: A Google+ Interface for R. KDSS K Data Science Solutions, Vienna, Austria, R package version 0.3-5 (2014)

    Google Scholar 

  44. Wickham, H.: ggplot2: Elegant Graphics for Data Analysis. Springer, New York (2009)

    Google Scholar 

  45. Venables, W.N., Ripley, B.D.: Modern Applied Statistics with S. Springer, New York (2002)

    Book  MATH  Google Scholar 

  46. Hurn, B.J., Tomalin, B.: Cross-Cultural Communication: Theory and Practice. Palgrave Macmillan (2013)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Institute for Statistics and Mathematics, WU Vienna University of Economics and Business, Austria

    Ronald Hochreiter & Christoph Waldhauser

Authors
  1. Ronald Hochreiter
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Christoph Waldhauser
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Institute of Computer Vision and Applied Computer Sciences, IBaI, Leipzig, Germany

    Petra Perner

Rights and permissions

Reprints and permissions

Copyright information

© 2014 Springer International Publishing Switzerland

About this paper

Cite this paper

Hochreiter, R., Waldhauser, C. (2014). Data Mining Cultural Aspects of Social Media Marketing. In: Perner, P. (eds) Advances in Data Mining. Applications and Theoretical Aspects. ICDM 2014. Lecture Notes in Computer Science(), vol 8557. Springer, Cham. https://doi.org/10.1007/978-3-319-08976-8_10

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-08976-8_10

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-08975-1

  • Online ISBN: 978-3-319-08976-8

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation