Social Media Data Mining in Public Relations Research

Abstract

Data mining represents a suite of data collection, management, and analysis approaches to elicit novel findings from large behavioral data sets. Prior to collecting data, researchers should define the population and consider whether a sample is sufficient. Especially large data sets may require sophisticated data management approaches such as database architectures. Computational resources likewise facilitate an array of cross-sectional and longitudinal analyses. While data mining is not appropriate for every research problem, it constitutes an invaluable set of research techniques that is well-suited to the online domain, making it a vital resource for PR researchers to employ in the future.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 8 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.