{"id":"https://openalex.org/W1987897557","doi":"https://doi.org/10.1145/2512938.2512948","title":"Are trending topics useful for marketing?","display_name":"Are trending topics useful for marketing?","publication_year":2013,"publication_date":"2013-10-07","ids":{"openalex":"https://openalex.org/W1987897557","doi":"https://doi.org/10.1145/2512938.2512948","mag":"1987897557"},"language":"en","primary_location":{"id":"doi:10.1145/2512938.2512948","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2512938.2512948","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the first ACM conference on Online social networks","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5018435643","display_name":"Juan Miguel Carrascosa","orcid":null},"institutions":[{"id":"https://openalex.org/I50357001","display_name":"Universidad Carlos III de Madrid","ror":"https://ror.org/03ths8210","country_code":"ES","type":"education","lineage":["https://openalex.org/I50357001"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Juan Miguel Carrascosa","raw_affiliation_strings":["Universidad Carlos III de Madrid, Legan\u00e9s, Spain"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Carlos III de Madrid, Legan\u00e9s, Spain","institution_ids":["https://openalex.org/I50357001"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5078489804","display_name":"Roberto Gonz\u00e1lez","orcid":"https://orcid.org/0000-0002-1824-6215"},"institutions":[{"id":"https://openalex.org/I50357001","display_name":"Universidad Carlos III de Madrid","ror":"https://ror.org/03ths8210","country_code":"ES","type":"education","lineage":["https://openalex.org/I50357001"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Roberto Gonz\u00e1lez","raw_affiliation_strings":["Universidad Carlos III de Madrid, Legan\u00e9s, Spain"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Carlos III de Madrid, Legan\u00e9s, Spain","institution_ids":["https://openalex.org/I50357001"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5070487234","display_name":"Rub\u00e9n Cuevas","orcid":"https://orcid.org/0000-0002-1440-8360"},"institutions":[{"id":"https://openalex.org/I50357001","display_name":"Universidad Carlos III de Madrid","ror":"https://ror.org/03ths8210","country_code":"ES","type":"education","lineage":["https://openalex.org/I50357001"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Rub\u00e9n Cuevas","raw_affiliation_strings":["Universidad Carlos III de Madrid, Legan\u00e9s, Spain"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Carlos III de Madrid, Legan\u00e9s, Spain","institution_ids":["https://openalex.org/I50357001"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5030306125","display_name":"Arturo Azcorra","orcid":"https://orcid.org/0000-0002-5298-1248"},"institutions":[{"id":"https://openalex.org/I2802499160","display_name":"IMDEA Networks","ror":"https://ror.org/04mm9fg30","country_code":"ES","type":"facility","lineage":["https://openalex.org/I105140100","https://openalex.org/I2802499160"]},{"id":"https://openalex.org/I50357001","display_name":"Universidad Carlos III de Madrid","ror":"https://ror.org/03ths8210","country_code":"ES","type":"education","lineage":["https://openalex.org/I50357001"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Arturo Azcorra","raw_affiliation_strings":["Universidad Carlos III de Madrid & Institute IMDEA Networks, Legan\u00e9s, Spain"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Carlos III de Madrid & Institute IMDEA Networks, Legan\u00e9s, Spain","institution_ids":["https://openalex.org/I2802499160","https://openalex.org/I50357001"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":15,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"165","last_page":"176"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10064","display_name":"Complex Network Analysis Techniques","score":0.9979000091552734,"subfield":{"id":"https://openalex.org/subfields/3109","display_name":"Statistical and Nonlinear Physics"},"field":{"id":"https://openalex.org/fields/31","display_name":"Physics and Astronomy"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10664","display_name":"Sentiment Analysis and Opinion Mining","score":0.9901000261306763,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/visibility","display_name":"Visibility","score":0.8544974327087402},{"id":"https://openalex.org/keywords/newspaper","display_name":"Newspaper","score":0.7865405082702637},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5688228607177734},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.5153231024742126},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.3997924327850342},{"id":"https://openalex.org/keywords/data-science","display_name":"Data science","score":0.3871881067752838},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.33751821517944336},{"id":"https://openalex.org/keywords/geography","display_name":"Geography","score":0.19183725118637085}],"concepts":[{"id":"https://openalex.org/C123403432","wikidata":"https://www.wikidata.org/wiki/Q654068","display_name":"Visibility","level":2,"score":0.8544974327087402},{"id":"https://openalex.org/C201280247","wikidata":"https://www.wikidata.org/wiki/Q11032","display_name":"Newspaper","level":2,"score":0.7865405082702637},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5688228607177734},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5153231024742126},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3997924327850342},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.3871881067752838},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.33751821517944336},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.19183725118637085},{"id":"https://openalex.org/C153294291","wikidata":"https://www.wikidata.org/wiki/Q25261","display_name":"Meteorology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/2512938.2512948","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2512938.2512948","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the first ACM conference on Online social networks","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":22,"referenced_works":["https://openalex.org/W216885741","https://openalex.org/W1568657496","https://openalex.org/W1970837734","https://openalex.org/W1990701202","https://openalex.org/W2089782058","https://openalex.org/W2098825757","https://openalex.org/W2101196063","https://openalex.org/W2106321773","https://openalex.org/W2117192789","https://openalex.org/W2137349054","https://openalex.org/W2144375251","https://openalex.org/W2147156975","https://openalex.org/W2158128045","https://openalex.org/W2163471251","https://openalex.org/W2537344310","https://openalex.org/W2915410692","https://openalex.org/W2949731435","https://openalex.org/W3123122501","https://openalex.org/W4239953570","https://openalex.org/W4254735778","https://openalex.org/W4256144032","https://openalex.org/W4307858086"],"related_works":["https://openalex.org/W2376554757","https://openalex.org/W612150824","https://openalex.org/W2361959990","https://openalex.org/W2100945520","https://openalex.org/W1596512750","https://openalex.org/W2383443050","https://openalex.org/W2367702734","https://openalex.org/W2385881138","https://openalex.org/W2348320600","https://openalex.org/W2356966171"],"abstract_inverted_index":{"Trending":[0,45,66,79,92,112,138],"Topics":[1,46,80,93,113,139],"seem":[2],"to":[3,8,59,118],"be":[4,9,141],"a":[5,31,39,52,115],"powerful":[6],"tool":[7],"used":[10],"in":[11,34,124,143,150],"marketing":[12,144],"and":[13,81,94,145],"advertisement":[14,96,122,146],"contexts,":[15],"however":[16],"there":[17],"is":[18],"not":[19],"any":[20],"rigorous":[21],"analysis":[22],"that":[23,72,111,137],"demonstrates":[24],"this.":[25],"In":[26],"this":[27,35],"paper":[28],"we":[29,86,128,135],"present":[30],"first":[32],"effort":[33],"direction.":[36],"We":[37],"use":[38],"dataset":[40],"including":[41],"more":[42],"than":[43],"110K":[44],"from":[47],"35":[48],"countries":[49,126],"collected":[50],"over":[51],"period":[53],"of":[54,78,84],"3":[55],"months":[56],"as":[57,99],"basis":[58],"characterize":[60],"the":[61,75,82,88,119,151],"visibility":[62,89,117],"offered":[63],"by":[64,69,91],"Local":[65],"Topics.":[67],"Furthermore,":[68],"using":[70],"metrics":[71],"rely":[73],"on":[74],"exposure":[76],"time":[77],"penetration":[83],"Twitter,":[85],"compare":[87],"provided":[90],"traditional":[95,121],"channels":[97,123],"such":[98],"newspapers'":[100],"ads":[101],"or":[102],"radio-stations'":[103],"commercials":[104],"for":[105],"several":[106],"countries.":[107,153],"Our":[108],"study":[109],"confirms":[110],"offer":[114],"comparable":[116],"aforementioned":[120],"those":[125],"where":[127],"have":[129],"conducted":[130],"our":[131],"comparison":[132],"study.":[133],"Then,":[134],"conclude":[136],"can":[140],"useful":[142],"contexts":[147],"at":[148],"least":[149],"analyzed":[152]},"counts_by_year":[{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":2},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":1},{"year":2014,"cited_by_count":3}],"updated_date":"2026-07-14T23:27:15.235271","created_date":"2025-10-10T00:00:00"}