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- Creators: Dean, W.P. Carey School of Business
Description
Social media refers computer-based technology that allows the sharing of information and building the virtual networks and communities. With the development of internet based services and applications, user can engage with social media via computer and smart mobile devices. In recent years, social media has taken the form of different activities such as social network, business network, text sharing, photo sharing, blogging, etc. With the increasing popularity of social media, it has accumulated a large amount of data which enables understanding the human behavior possible. Compared with traditional survey based methods, the analysis of social media provides us a golden opportunity to understand individuals at scale and in turn allows us to design better services that can tailor to individuals’ needs. From this perspective, we can view social media as sensors, which provides online signals from a virtual world that has no geographical boundaries for the real world individual's activity.
One of the key features for social media is social, where social media users actively interact to each via generating content and expressing the opinions, such as post and comment in Facebook. As a result, sentiment analysis, which refers a computational model to identify, extract or characterize subjective information expressed in a given piece of text, has successfully employs user signals and brings many real world applications in different domains such as e-commerce, politics, marketing, etc. The goal of sentiment analysis is to classify a user’s attitude towards various topics into positive, negative or neutral categories based on textual data in social media. However, recently, there is an increasing number of people start to use photos to express their daily life on social media platforms like Flickr and Instagram. Therefore, analyzing the sentiment from visual data is poise to have great improvement for user understanding.
In this dissertation, I study the problem of understanding human sentiments from large scale collection of social images based on both image features and contextual social network features. We show that neither
visual features nor the textual features are by themselves sufficient for accurate sentiment prediction. Therefore, we provide a way of using both of them, and formulate sentiment prediction problem in two scenarios: supervised and unsupervised. We first show that the proposed framework has flexibility to incorporate multiple modalities of information and has the capability to learn from heterogeneous features jointly with sufficient training data. Secondly, we observe that negative sentiment may related to human mental health issues. Based on this observation, we aim to understand the negative social media posts, especially the post related to depression e.g., self-harm content. Our analysis, the first of its kind, reveals a number of important findings. Thirdly, we extend the proposed sentiment prediction task to a general multi-label visual recognition task to demonstrate the methodology flexibility behind our sentiment analysis model.
One of the key features for social media is social, where social media users actively interact to each via generating content and expressing the opinions, such as post and comment in Facebook. As a result, sentiment analysis, which refers a computational model to identify, extract or characterize subjective information expressed in a given piece of text, has successfully employs user signals and brings many real world applications in different domains such as e-commerce, politics, marketing, etc. The goal of sentiment analysis is to classify a user’s attitude towards various topics into positive, negative or neutral categories based on textual data in social media. However, recently, there is an increasing number of people start to use photos to express their daily life on social media platforms like Flickr and Instagram. Therefore, analyzing the sentiment from visual data is poise to have great improvement for user understanding.
In this dissertation, I study the problem of understanding human sentiments from large scale collection of social images based on both image features and contextual social network features. We show that neither
visual features nor the textual features are by themselves sufficient for accurate sentiment prediction. Therefore, we provide a way of using both of them, and formulate sentiment prediction problem in two scenarios: supervised and unsupervised. We first show that the proposed framework has flexibility to incorporate multiple modalities of information and has the capability to learn from heterogeneous features jointly with sufficient training data. Secondly, we observe that negative sentiment may related to human mental health issues. Based on this observation, we aim to understand the negative social media posts, especially the post related to depression e.g., self-harm content. Our analysis, the first of its kind, reveals a number of important findings. Thirdly, we extend the proposed sentiment prediction task to a general multi-label visual recognition task to demonstrate the methodology flexibility behind our sentiment analysis model.
ContributorsWang, Yilin (Author) / Li, Baoxin (Thesis advisor) / Liu, Huan (Committee member) / Tong, Hanghang (Committee member) / Chang, Yi (Committee member) / Arizona State University (Publisher)
Created2018
Description
With the discovery of “Big Data” and the positive impacts properly using data can have on any and every business, it is no wonder that there has been an explosion of companies choosing to implement many possible uses of data. Consumers and any people who may not fully understand the process of collecting, analyzing, and visualizing data may be more easily swayed towards believing something that might not necessarily be true or represented accurately. Often it may feel like every hot topic issue has groups on both sides of the issues using seemingly objective data to prove why their side is correct. Seeing two contradictory sides with seemingly factual data can leave many people confused and unsure what the correct course of action is. With this in mind, I realized that there was a chance the businesses could be creating similar misrepresentations of data to sway customers that the company’s product or service is absolutely a necessity in their lives. After all, the world of marketing and understanding consumer preference is a wildly changing and constant moving target that companies have to navigate. Using data surrounding their products and services to create a desire in consumers to buy and use their offerings seems like a surefire way to successfully target market segments.
As I researched and conducted initial analysis for this project, I quickly ran into a few roadblocks that lead to me needing to pivot off of certain ideas and adapt my initial plans to fit what was actually being done in the current marketing environment. In reality, most businesses are not up for taking the risk of explicitly giving real metrics of their products and services to customers. Due to this, my thesis evolved into finding other ways that companies would use logical appeals to represent their products and comparatively analyze how these companies choose to represent themselves on a social media platform.
As I researched and conducted initial analysis for this project, I quickly ran into a few roadblocks that lead to me needing to pivot off of certain ideas and adapt my initial plans to fit what was actually being done in the current marketing environment. In reality, most businesses are not up for taking the risk of explicitly giving real metrics of their products and services to customers. Due to this, my thesis evolved into finding other ways that companies would use logical appeals to represent their products and comparatively analyze how these companies choose to represent themselves on a social media platform.
ContributorsQueen, Adrianna Louise (Author) / Prince, Linda (Thesis director) / Olsen, Christopher (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Machine learning is the process of training a computer with algorithms to learn from data and make informed predictions. In a world where large amounts of data are constantly collected, machine learning is an important tool to analyze this data to find patterns and learn useful information from it. Machine learning applications expand to numerous fields; however, I chose to focus on machine learning with a business perspective for this thesis, specifically e-commerce.
The e-commerce market utilizes information to target customers and drive business. More and more online services have become available, allowing consumers to make purchases and interact with an online system. For example, Amazon is one of the largest Internet-based retail companies. As people shop through this website, Amazon gathers huge amounts of data on its customers from personal information to shopping history to viewing history. After purchasing a product, the customer may leave reviews and give a rating based on their experience. Performing analytics on all of this data can provide insights into making more informed business and marketing decisions that can lead to business growth and also improve the customer experience.
For this thesis, I have trained binary classification models on a publicly available product review dataset from Amazon to predict whether a review has a positive or negative sentiment. The sentiment analysis process includes analyzing and encoding the human language, then extracting the sentiment from the resulting values. In the business world, sentiment analysis provides value by revealing insights into customer opinions and their behaviors. In this thesis, I will explain how to perform a sentiment analysis and analyze several different machine learning models. The algorithms for which I compared the results are KNN, Logistic Regression, Decision Trees, Random Forest, Naïve Bayes, Linear Support Vector Machines, and Support Vector Machines with an RBF kernel.
The e-commerce market utilizes information to target customers and drive business. More and more online services have become available, allowing consumers to make purchases and interact with an online system. For example, Amazon is one of the largest Internet-based retail companies. As people shop through this website, Amazon gathers huge amounts of data on its customers from personal information to shopping history to viewing history. After purchasing a product, the customer may leave reviews and give a rating based on their experience. Performing analytics on all of this data can provide insights into making more informed business and marketing decisions that can lead to business growth and also improve the customer experience.
For this thesis, I have trained binary classification models on a publicly available product review dataset from Amazon to predict whether a review has a positive or negative sentiment. The sentiment analysis process includes analyzing and encoding the human language, then extracting the sentiment from the resulting values. In the business world, sentiment analysis provides value by revealing insights into customer opinions and their behaviors. In this thesis, I will explain how to perform a sentiment analysis and analyze several different machine learning models. The algorithms for which I compared the results are KNN, Logistic Regression, Decision Trees, Random Forest, Naïve Bayes, Linear Support Vector Machines, and Support Vector Machines with an RBF kernel.
ContributorsMadaan, Shreya (Author) / Meuth, Ryan (Thesis director) / Nakamura, Mutsumi (Committee member) / Computer Science and Engineering Program (Contributor, Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05