Estimation of Brand User Interests and Preferences from Twitter Follower Relationships

Abstract

In this paper, we present a method for estimating users' interests and preferences using Twitter followers. In recent years, Twitter, a microblogging service, has been attracting attention and is being used in various business fields. In Twitter, users' interests and preferences are considered to appear not only in their own posts but also in those of the users they follow. Among them, influencers post about specific topics with high frequency, so it can be said that the influencers that users follow are an important factor in estimating users' tastes and preferences. In this method, we focus on the Tweets of influencers followed by the followers of the target brand's Twitter account. After conducting a topic analysis of the influencers' Tweets, clustering them enables us to estimate the interests and preferences of the target brand's followers. By implementing this method, brands can help provide a better purchasing experience for their users.