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Empowering Social Network Analytics Through Software Integration and AI / Pilar Lacasa, Alicia Hernando and Alba García-Vega.
- Format:
- Book
- Author/Creator:
- Lacasa, Pilar, author.
- Hernando, Alicia, author.
- García-Vega, Alba, author.
- Language:
- English
- Subjects (All):
- Popular culture.
- Social media.
- Physical Description:
- 1 online resource
- Place of Publication:
- London : SAGE Publications Ltd, 2025.
- Summary:
- This study, on popular culture, analyzes the transformative potential of cultural industries in TikTok's fan communities. Fan and industry interactions generate communication scenarios on TikTok, which we explore for the movie Barbie (2023). Data collection and analysis are performed to examine the complementarity of various software types, namely, Apify, Tableau, Transana, Export Comments, and NVivo. We analyze the results progressively, through several phases of analysis, by the software used. This research shows how the analysis of social networks raises several research challenges related to data downloading, selecting the most relevant data through visualization processes, delimiting the marketing strategies generated by Warner Bros, and fan reactions generated through comments. The results show the convergence of industry and fan-generated messages, indicating the success of the marketing campaign, which is considered one of the best for 2023.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-03-622154-7
- 9781036221546
- OCLC:
- 1523169684
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