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Hip and trendy: Characterizing emerging trends on Twitter

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  • Mor Naaman
  • Hila Becker
  • Luis Gravano

Abstract

Twitter, Facebook, and other related systems that we call social awareness streams are rapidly changing the information and communication dynamics of our society. These systems, where hundreds of millions of users share short messages in real time, expose the aggregate interests and attention of global and local communities. In particular, emerging temporal trends in these systems, especially those related to a single geographic area, are a significant and revealing source of information for, and about, a local community. This study makes two essential contributions for interpreting emerging temporal trends in these information systems. First, based on a large dataset of Twitter messages from one geographic area, we develop a taxonomy of the trends present in the data. Second, we identify important dimensions according to which trends can be categorized, as well as the key distinguishing features of trends that can be derived from their associated messages. We quantitatively examine the computed features for different categories of trends, and establish that significant differences can be detected across categories. Our study advances the understanding of trends on Twitter and other social awareness streams, which will enable powerful applications and activities, including user‐driven real‐time information services for local communities.

Suggested Citation

  • Mor Naaman & Hila Becker & Luis Gravano, 2011. "Hip and trendy: Characterizing emerging trends on Twitter," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 62(5), pages 902-918, May.
    • Handle: RePEc:bla:jamist:v:62:y:2011:i:5:p:902-918
    DOI: 10.1002/asi.21489
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    1. Ashraf Mohamed Anas & Ahmed Hassan Abdou & Thowayeb H. Hassan & Wael Mohamed Mahmoud Alrefae & Fathi Mohammed Daradkeh & Maha Abdul-Moniem Mohammed El-Amin & Adam Basheer Adam Kegour & Hanem Mostafa M, 2023. "Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context," Sustainability, MDPI, vol. 15(9), pages 1-21, April.
    2. Tyler H. McCormick & Hedwig Lee & Nina Cesare & Ali Shojaie & Emma S. Spiro, 2017. "Using Twitter for Demographic and Social Science Research: Tools for Data Collection and Processing," Sociological Methods & Research, , vol. 46(3), pages 390-421, August.
    3. Zia, Syeda Hamna & Muneer, Naima & Siddiqui, Amna & Huda, Rozmeen, 2022. "The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy," MPRA Paper 112346, University Library of Munich, Germany.
    4. Huan-Kai Peng & Radu Marculescu, 2015. "Multi-Scale Compositionality: Identifying the Compositional Structures of Social Dynamics Using Deep Learning," PLOS ONE, Public Library of Science, vol. 10(4), pages 1-28, April.
    5. Jiayin Pei & Guang Yu & Xianyun Tian & Maureen Renee Donnelley, 2017. "A new method for early detection of mass concern about public health issues," Journal of Risk Research, Taylor & Francis Journals, vol. 20(4), pages 516-532, April.
    6. Guan, Jiancheng & Liu, Na, 2015. "Invention profiles and uneven growth in the field of emerging nano-energy," Energy Policy, Elsevier, vol. 76(C), pages 146-157.
    7. Farzin Arbabi & Seyed Mohammad Khansari & Aidin Salamzadeh & Abbas Gholampour & Pejman Ebrahimi & Maria Fekete-Farkas, 2022. "Social Networks Marketing, Value Co-Creation, and Consumer Purchase Behavior: Combining PLS-SEM and NCA," JRFM, MDPI, vol. 15(10), pages 1-21, September.
    8. Yuheng Hu & Yili Hong, 2022. "SHEDR: An End-to-End Deep Neural Event Detection and Recommendation Framework for Hyperlocal News Using Social Media," INFORMS Journal on Computing, INFORMS, vol. 34(2), pages 790-806, March.
    9. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    10. Meimona Abdelrhim Bushara & Ahmed Hassan Abdou & Thowayeb H. Hassan & Abu Elnasr E. Sobaih & Abdullah Saleh Mohammed Albohnayh & Waleed Ghazi Alshammari & Mohammed Aldoreeb & Ahmed Anwar Elsaed & Moha, 2023. "Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    11. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.
    12. Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.
    13. Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.
    14. Shuo Xu & Liyuan Hao & Xin An & Hongshen Pang & Ting Li, 2020. "Review on emerging research topics with key-route main path analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 122(1), pages 607-624, January.
    15. Huan-Kai Peng & Hao-Chih Lee & Jia-Yu Pan & Radu Marculescu, 2016. "Data-Driven Engineering of Social Dynamics: Pattern Matching and Profit Maximization," PLOS ONE, Public Library of Science, vol. 11(1), pages 1-21, January.
    16. Xiaodong Cao & Piers MacNaughton & Zhengyi Deng & Jie Yin & Xi Zhang & Joseph G. Allen, 2018. "Using Twitter to Better Understand the Spatiotemporal Patterns of Public Sentiment: A Case Study in Massachusetts, USA," IJERPH, MDPI, vol. 15(2), pages 1-15, February.
    17. Elvin Sheak & Sham Abdulrazak, 2023. "The Influence of Social Media Marketing Activities on TikTok in Raising Brand Awareness," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 93-110.
    18. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    19. Faseeh Amin Beig & Mohammad Furqan Khan, 2022. "Romancing the Brands on Social Media," Global Business Review, International Management Institute, vol. 23(3), pages 841-862, June.
    20. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.

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