Generating Personas for Products on Social Media: A Mixed Method to Analyze Online Users

Tan, Hao; peng, sheng-lan; Liu, Jiaxin; Zhu, C.; Zhou, Fan

doi:10.1080/10447318.2021.1990520

Cited by 8 publications

(4 citation statements)

References 46 publications

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“…The data sharing and analysis of Open API initiatives help companies find innovative elements to improve productivity and predict trends to more effectively meet customer needs (Baig et al. , 2019; Tan et al. , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring and evaluating the development of an open application programming interface (Open API) architecture for the fintech services ecosystem

Wang

2024

BPMJ

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PurposeThe Open API (application programming interface) architecture will play an important role in promoting future FinTech service applications; however, it involves user data, and the current specialization and progression are less visible. Therefore, an evaluation framework for Open API development in the FinTech service ecosystem is constructed in this study.Design/methodology/approachThis study preliminarily selects the four most important key objects and factors of this ecosystem and conducts expert interviews to revise the evaluation framework. Then, this study uses the fuzzy analytic hierarchy process (FAHP) to evaluate the objects and their factor weights and finally uses the FAHP analysis results to further apply the evaluation based on distance from average solution (EDAS) approach to explore the strategy optimization scenarios.FindingsAccording to the analysis results, the co-creation object and productivity object are the two most significant objects, with weights of 0.275 and 0.272, respectively. The analysis shows that FinTech-related companies expect to increase productivity through co-creation. Finally, the results also indicate that mobile payment is the best Open API application scenario in the FinTech service ecosystem, followed by online banking. These results illustrate strategic and management implications.Originality/valueThis study screens key evaluation criteria with a literature review and expert questionnaire interviews to process quantitative research. It can determine the weights of objectives and criteria to clarify the strength of influence between the objectives and criteria. Next, this study measures the probable performance of Open API applied in various FinTech service ecosystem scenarios.

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Section: Literature Reviewmentioning

confidence: 99%

Exploring and evaluating the development of an open application programming interface (Open API) architecture for the fintech services ecosystem

Wang

2024

BPMJ

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“…It is essentially a group of similar users brought together to represent the goals, needs, and behaviors of that type of user [52], and is a virtual representation of a real user group [53,54]. As personas focus on the target user group and the right personas provide ideas and information that are better suited to the target user group, personas are often used as a tool to conceptualize user-centered design [55]. The process of developing personas can usually be divided into four stages: (1) identifying target users, (2) collecting user data, (3) grouping users, and (4) creating and presenting personas [56], of which step three is the most important.…”

Section: User Groupsmentioning

confidence: 99%

“…Tan et al used online social platforms to extract user behavioral characteristics and relevant content of the target product for classification to form user groups, each with distinctly different characteristics. Six personas representing different user types were also constructed based on the user groups, thus supporting the design and optimization of the product [55]. Malakhatka et al used semi-structured interviews and focus groups to identify user characteristics in online-shopping communities and to form initial user groupings.…”

Section: User Groupsmentioning

confidence: 99%

Analysis of Differences in User Groups and Post Sentiment of COVID-19 Vaccine Hesitators in Chinese Social-Media Platforms

Liu

Zheng

2023

Healthcare

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(1) Background: The COVID-19 epidemic is still global and no specific drug has been developed for COVID-19. Vaccination can both prevent infection and limit the spread of the epidemic. Eliminating hesitation to the COVID-19 vaccine and achieving early herd immunity is a common goal for all countries. However, efforts in this area have not been significant and there is still a long way to go to eliminate vaccine hesitancy. (2) Objective: This study aimed to uncover differences in the characteristics and sentiments of COVID-19 vaccine hesitators on Chinese social-media platforms and to achieve a classification of vaccine-hesitant groups. (3) Methods: COVID-19-vaccine-hesitation posts and user characteristics were collected on the Sina Microblog platform for posting times spanning one year, and posts were identified for hesitation types. Logistic regression was used to conduct user-group analysis. The differences in user characteristics between the various types of COVID-19 vaccine posts were analysed according to four user characteristics: gender, address type, degree of personal-information disclosure, and whether they followed health topics. Sentiment analysis was conducted using sentiment analysis tools to calculate the sentiment scores and sentiment polarity of various COVID-19 vaccine posts, and the K–W test was used to uncover the sentiment differences between various types of COVID-19-vaccine-hesitation posts. (4) Results: There are differences in the types of COVID-19-vaccine-hesitation posts posted by users with different characteristics, and different types of COVID-19-vaccine-hesitation posts differ in terms of sentiment. Differences in user attributes and user behaviors are found across the different COVID-19-vaccine-hesitation types. Ultimately, two COVID-19-vaccine-hesitant user groups were identified: Body-related and Non-bodily-related. Users who posted body-related vaccine-hesitation posts are more often female, disclose more personal information and follow health topics on social-media platforms. Users who posted non-bodily-related posts are more often male, disclose less personal information, and do not follow health topics. The average sentiment score for all COVID-19-vaccine-hesitant-type posts is less than 0.45, with negative-sentiment posts outweighing positive- and neutral-sentiment posts in each type, among which the “Individual rights” type is the most negative. (5) Conclusions: This paper complements the application of user groups in the field of vaccine hesitation, and the results of the analysis of group characteristics and post sentiment can help to provide an in-depth and comprehensive analysis of the concerns and needs of COVID-19 vaccine hesitators. This will help public-health agencies to implement more targeted strategies to eliminate vaccine hesitancy and improve their work related to the COVID-19 vaccine, with far-reaching implications for COVID-19-vaccine promotion and vaccination.

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“…User-centric decision making is seen as impactful for creating products, services, and information technology that better serves end-user needs by offering optimal usability and user experience (UX) [ 29 , 60 , 87 , 113 ]. Human–computer interaction (HCI) researchers have introduced multiple user-centered design techniques that aim to improve organizations’ ability to develop solutions that are user friendly and offer a high-quality UX [ 22 , 107 ]. One of these techniques is personas, originating from HCI in the late 1990s and later spreading to information systems (IS), marketing/business, and other domains that deal with human-centered decision making to improve the usability and UX of systems and products [ 34 , 63 , 73 , 112 ].…”

Section: Introductionmentioning

confidence: 99%

Persona preparedness: a survey instrument for measuring the organizational readiness for deploying personas

et al. 2022

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User-centric design within organizations is crucial for developing information technology that offers optimal usability and user experience. Personas are a central user-centered design technique that puts people before technology and helps decision makers understand the needs and wants of the end-user segments of their products, systems, and services. However, it is not clear how ready organizations are to adopt persona thinking. To address these concerns, we develop and validate the Persona Readiness Scale (PRS), a survey instrument to measure organizational readiness for personas. After a 12-person qualitative pilot study, the PRS was administered to 372 professionals across different industries to examine its reliability and validity, including 125 for exploratory factor analysis and 247 for confirmatory factor analysis. The confirmatory factor analysis indicated a good fit with five dimensions: Culture readiness, Knowledge readiness, Data and systems readiness, Capability readiness, and Goal readiness. Higher persona readiness is positively associated with the respondents’ evaluations of successful persona projects. Organizations can apply the resulting 18-item scale to identify areas of improvement before initiating costly persona projects towards the overarching goal of user-centric product development. Located at the cross-section of information systems and human–computer interaction, our research provides a valuable instrument for organizations wanting to leverage personas towards more user-centric and empathetic decision making about users.

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Generating Personas for Products on Social Media: A Mixed Method to Analyze Online Users

Cited by 8 publications

References 46 publications

Exploring and evaluating the development of an open application programming interface (Open API) architecture for the fintech services ecosystem

Exploring and evaluating the development of an open application programming interface (Open API) architecture for the fintech services ecosystem

Analysis of Differences in User Groups and Post Sentiment of COVID-19 Vaccine Hesitators in Chinese Social-Media Platforms

Persona preparedness: a survey instrument for measuring the organizational readiness for deploying personas

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