By Topic

Viewers' Side Analysis of Social Interests

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$31 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

2 Author(s)
Mitamura, T. ; Japan Registry Services Co., Ltd., Univ. of Tsukuba, Tokyo, Japan ; Yoshida, K.

This paper proposes a method for analyzing social interests. The most important characteristic of the proposed method is that its analysis is not disturbed by stealth marketing. Since conventional methods analyze social interests using posters' behavior, stealth marketers can mislead conventional methods by posting unreliable information. To solve this problem, the proposed method analyzes viewers' behavior. DNS query logs are the information source used to analyze viewers' behavior. By counting the number of viewers for each website, the proposed method tries to find current issues that attract social interests. The second characteristic of the proposed method is the use of cardinality. Cardinality is the number of unique viewers for each WWW page. Since the DNS caching mechanism hides the real access frequency of WWW pages, the proposed method uses cardinality to count the number of unique viewers. To show the usefulness of the proposed method, we have analyzed how Japanese people reacted on the eco-point system and the switchover to the digital TV broadcasts. The ability to analyze the relationship between the social interests and their changes is the third characteristic of the proposed method and is revealed by the experiments which use a three-year long country level DNS query log.

Published in:

Data Mining Workshops (ICDMW), 2012 IEEE 12th International Conference on

Date of Conference:

10-10 Dec. 2012