This week, I traveled to Hawaii to present a paper entitled “Is Happiness Contagious Online? A Case of Twitter and the 2010 Winter Olympics” (co-authored with Sophie Dorion and Philip Mai) at the 44th Annual Hawaii International Conference on System Sciences (HICSS). HICSS is one of the longest-standing continuously running scientific conferences in the world. This conference brings together researchers from over 40 countries each year to exchange scientific ideas.
Our paper uses automated sentiment analysis techniques to determine whether positive messages posted online via Twitter, a popular microblogging site, are more likely to be forwarded (retweeted) as compared to negative messages. The research shows that positive messages on Twitter are 3 times more likely to be retweeted as compared to negative messages. Research in this area has direct implications in e-marketing, corporate email tone filtering and online community building.
Gruzd, A., Doiron, S., Mai, P. (2011). Is Happiness Contagious Online? A Case of Twitter and the 2010 Winter Olympics. Proceedings of the 44th Hawaii International Conference on System Sciences (HICSS), January 4-7, Kauai, HI, USA.