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- W4299341104 abstract "For marketing to function in a globalized world it must respect a diverse set of local cultures. With marketing efforts extending to social media platforms, the crossing of cultural boundaries can happen in an instant. In this paper we examine how culture influences the popularity of marketing messages in social media platforms. Text mining, automated translation and sentiment analysis contribute largely to our research. From our analysis of 400 posts on the localized Google+ pages of German car brands in Germany and the US, we conclude that posting time and emotions are important predictors for reshare counts." @default.
- W4299341104 created "2022-10-02" @default.
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- W4299341104 date "2014-01-22" @default.
- W4299341104 modified "2023-09-26" @default.
- W4299341104 title "Data Mining Cultural Aspects of Social Media Marketing" @default.
- W4299341104 doi "https://doi.org/10.48550/arxiv.1401.5726" @default.
- W4299341104 hasPublicationYear "2014" @default.
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