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2018 Portland International Conference on Management of Engineering and Technology (PICMET)

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It has always been assumed that a large conversation about a topic on social media implies that the topic is popular. However, an empirical study of Twitter conversations about a variety of YouTube product categories, which is described in this paper, has shown that this is not necessarily the case. Popularity as measured by distribution volume is not necessarily a reliable indicator of the size of a community or conversation that is associated with a product category. This suggests that current online marketing practices are not nearly as effective as has been assumed to date. Novel, potentially more effective approaches to online marketing are suggested in the paper.


This is the publisher's final PDF. Copyright 2018 by PICMET. Paper delivered at the 2018 Proceedings of PICMET '18: Technology Management for Interconnected World.



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