Titre :	Engagement in social media : case d'Algerian brands
Type de document :	texte manuscrit
Auteurs :	Sarah Hammouti, Auteur ; Khadidja Sahraoui, Auteur ; Hadda Cherroun, Directeur de thèse
Editeur :	Laghouat : Université Amar Telidji - Département d'informatique
Année de publication :	2019
Importance :	52 p.
Format :	30 cm.
Accompagnement :	1 disque optique numérique (CD-ROM)
Note générale :	Option : Systèmes d'information et de décision
Langues :	Anglais
Mots-clés :	Social media marketing  Brand Engagement  User engagement  Natural language processing (NLP)  Media type  Content type  Posting day and time  Frequency of posting  Post length and engagement rate
Résumé :	Social Media Marketing (SMM), which is marketing through Social Media, becomes one of the main channels used by companies to promote their brands. In contrast with world companies, Arabic ones can be considered as beginners in SMM. The aim of this work, is to measure the engagement for both brands and users/customers in such marketing technologies on Algerian Arabic Brand pages. To do that, the proposed approach relies on using some Customer Brand Engagement (CBE) metrics and User Generated Content (UGC) analysis especially Sentiment Analysis (SA). Our experiments are illustrated on a collected sample of 50 Algerian brand and service pages, from which 50 000 comments and almost 10 000 posts are annotated. These measurements take into account the type of the interactions in addition to the distribution of the languages used in comments and the measure of the comments polarity. Concerning the brand posts, the measurements take into consideration the media type, content type, posting day and time, frequency of posting and post length. Compared to a sample of world brands, the results show that Algerian brands engagement is acceptable and statistically significant. In addition, we have proposed some recommendations addressed to brand owners to promote the usage of such Social Media Marketing for companies.
note de thèses :	Mémoire de master en informatique

Engagement in social media : case d'Algerian brands [texte manuscrit] / Sarah Hammouti, Auteur ; Khadidja Sahraoui, Auteur ; Hadda Cherroun, Directeur de thèse . - Laghouat : Université Amar Telidji - Département d'informatique, 2019 . - 52 p. ; 30 cm. + 1 disque optique numérique (CD-ROM).
Option : Systèmes d'information et de décision
Langues : Anglais

Mots-clés :	Social media marketing  Brand Engagement  User engagement  Natural language processing (NLP)  Media type  Content type  Posting day and time  Frequency of posting  Post length and engagement rate
Résumé :	Social Media Marketing (SMM), which is marketing through Social Media, becomes one of the main channels used by companies to promote their brands. In contrast with world companies, Arabic ones can be considered as beginners in SMM. The aim of this work, is to measure the engagement for both brands and users/customers in such marketing technologies on Algerian Arabic Brand pages. To do that, the proposed approach relies on using some Customer Brand Engagement (CBE) metrics and User Generated Content (UGC) analysis especially Sentiment Analysis (SA). Our experiments are illustrated on a collected sample of 50 Algerian brand and service pages, from which 50 000 comments and almost 10 000 posts are annotated. These measurements take into account the type of the interactions in addition to the distribution of the languages used in comments and the measure of the comments polarity. Concerning the brand posts, the measurements take into consideration the media type, content type, posting day and time, frequency of posting and post length. Compared to a sample of world brands, the results show that Algerian brands engagement is acceptable and statistically significant. In addition, we have proposed some recommendations addressed to brand owners to promote the usage of such Social Media Marketing for companies.
note de thèses :	Mémoire de master en informatique