What are practical user attributes in the social media era?: Proposal for user attribute extraction from their social capital

Abstract

Traditionally, typical demographics, such as gender, sex, generation, and occupation, are utilized as user attributes in sociology, marketing, and more. These user attributes had been effective since before the time of social media because those who have the same demographics communicate each other. However, many people currently use social media, and it has become easy for those who have the same interests, thoughts, or hobbies to communicate with each other. Therefore, there seems to be a need for new user attributes based on their communication styles on social media. In this chapter, we try to extract new user attributes from behaviors and social graphs of social media users and validate if those attributes are effective in the analysis for marketing.