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Individuals have an intrinsic need to express themselves to other humans within a given community by sharing their experiences, thoughts, actions, and opinions. As a means, they mostly prefer to use modern online social media platforms such as Twitter, Facebook, personal blogs, and Reddit. Users of these social networks interact by drafting their own statuses updates, publishing photos, and giving likes leaving a considerable amount of data behind them to be analyzed. Researchers recently started exploring the shared social media data to understand online users better and predict their Big five personality traits: agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience. This thesis intends to investigate the possible relationship between users’ Big five personality traits and the published information on their social media profiles. Facebook public data such as linguistic status updates, meta-data of likes objects, profile pictures, emotions, or reactions records were adopted to address the proposed research questions. Several machine learning predictions models were constructed with various experiments to utilize the engineered features correlated with the Big 5 Personality traits. The final predictive performances improved the prediction accuracy compared to state-of-the-art approaches, and the models were evaluated based on established benchmarks in the domain. The research experiments were implemented while ethical and privacy points were concerned. Furthermore, the research aims to raise awareness about privacy between social media users and show what third parties can reveal about users’ private traits from what they share and act on different social networking platforms.
In the second part of the thesis, the variation in personality development is studied within a cross-platform environment such as Facebook and Twitter platforms. The constructed personality profiles in these social platforms are compared to evaluate the effect of the used platforms on one user’s personality development. Likewise, personality continuity and stability analysis are performed using two social media platforms samples. The implemented experiments are based on ten-year longitudinal samples aiming to understand users’ long-term personality development and further unlock the potential of cooperation between psychologists and data scientists.
Social networking sites (SNS) are a rich source of latent information about individual characteristics. Crawling and analyzing this content provides a new approach for enterprises to personalize services and put forward product recommendations. In the past few years, commercial brands made a gradual appearance on social media platforms for advertisement, customers support and public relation purposes and by now it became a necessity throughout all branches. This online identity can be represented as a brand personality that reflects how a brand is perceived by its customers. We exploited recent research in text analysis and personality detection to build an automatic brand personality prediction model on top of the (Five-Factor Model) and (Linguistic Inquiry and Word Count) features extracted from publicly available benchmarks. Predictive evaluation on brands' accounts reveals that Facebook platform provides a slight advantage over Twitter platform in offering more self-disclosure for users' to express their emotions especially their demographic and psychological traits. Results also confirm the wider perspective that the same social media account carry a quite similar and comparable personality scores over different social media platforms. For evaluating our prediction results on actual brands' accounts, we crawled the Facebook API and Twitter API respectively for 100k posts from the most valuable brands' pages in the USA and we visualize exemplars of comparison results and present suggestions for future directions.
User-generated content on social media platforms is a rich source of latent information about individual variables. Crawling and analyzing this content provides a new approach for enterprises to personalize services and put forward product recommendations. In the past few years, brands made a gradual appearance on social media platforms for advertisement, customers support and public relation purposes and by now it became a necessity throughout all branches. This online identity can be represented as a brand personality that reflects how a brand is perceived by its customers. We exploited recent research in text analysis and personality detection to build an automatic brand personality prediction model on top of the (Five-Factor Model) and (Linguistic Inquiry and Word Count) features extracted from publicly available benchmarks. The proposed model reported significant accuracy in predicting specific personality traits form brands. For evaluating our prediction results on actual brands, we crawled the Facebook API for 100k posts from the most valuable brands' pages in the USA and we visualize exemplars of comparison results and present suggestions for future directions.
Detect me if you can
(2019)
Spam Bots have become a threat to online social networks with their malicious behavior, posting misinformation messages and influencing online platforms to fulfill their motives. As spam bots have become more advanced over time, creating algorithms to identify bots remains an open challenge. Learning low-dimensional embeddings for nodes in graph structured data has proven to be useful in various domains. In this paper, we propose a model based on graph convolutional neural networks (GCNN) for spam bot detection. Our hypothesis is that to better detect spam bots, in addition to defining a features set, the social graph must also be taken into consideration. GCNNs are able to leverage both the features of a node and aggregate the features of a node’s neighborhood. We compare our approach, with two methods that work solely on a features set and on the structure of the graph. To our knowledge, this work is the first attempt of using graph convolutional neural networks in spam bot detection.
ASEDS
(2018)
The Massive adoption of social media has provided new ways for individuals to express their opinion and emotion online. In 2016, Facebook introduced a new reactions feature that allows users to express their psychological emotions regarding published contents using so-called Facebook reactions. In this paper, a framework for predicting the distribution of Facebook post reactions is presented. For this purpose, we collected an enormous amount of Facebook posts associated with their reactions labels using the proposed scalable Facebook crawler. The training process utilizes 3 million labeled posts for more than 64,000 unique Facebook pages from diverse categories. The evaluation on standard benchmarks using the proposed features shows promising results compared to previous research. The final model is able to predict the reaction distribution on Facebook posts with a recall score of 0.90 for "Joy" emotion.