Persona generation from aggregated social media data

Soon Gyo Jung, Jisun An, Haewoon Kwak, Moeed Ahmad, Lene Nielsen, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

60 Scopus citations


We develop a methodology for persona generation using real time social media data for the distribution of products via online platforms. From a large social media account containing more than 30 million interactions from users from 181 countries engaging with more than 4,200 digital products produced by a global media corporation, we demonstrate that our methodology can first identify both distinct and impactful user segments and then create persona descriptions by automatically adding pertinent features, such as names, photos, and personal attributes. We validate our approach by implementing the methodology into an actual working system that leverages large scale online user data for generation of persona descriptions. We present the overall methodological approach, data analysis process, and system development. Findings show this method can develop believable personas representing real groups of people using real-time online user data. Results have implications for those distributing products via online platforms.

Original languageEnglish (US)
Title of host publicationCHI 2017 Extended Abstracts - Proceedings of the 2017 ACM SIGCHI Conference on Human Factors in Computing Systems
Subtitle of host publicationExplore, Innovate, Inspire
PublisherAssociation for Computing Machinery
Number of pages8
ISBN (Electronic)9781450346566
StatePublished - May 6 2017
Event2017 ACM SIGCHI Conference on Human Factors in Computing Systems, CHI EA 2017 - Denver, United States
Duration: May 6 2017May 11 2017

Publication series

NameConference on Human Factors in Computing Systems - Proceedings
VolumePart F127655


Other2017 ACM SIGCHI Conference on Human Factors in Computing Systems, CHI EA 2017
Country/TerritoryUnited States

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design


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