Edited By Zoran Levnajic
Perspectives of Social Media Analytics Application in Higher Education in Serbia
Olivera Grljević, Laslo Šereš, Ružica Debeljački
Faculty of Economics Subotica, University of Novi Sad, Serbia
The paper presents the research conducted with the idea of profiling the online behavior of students of Faculty of Economics Subotica, to investigate possibilities of sentiment analysis application in order to identify an overall sentiment about the Faculty, provided courses, and to improve general relations with students. Taking into account the new online culture that is omnipresent in the everyday behavior of students, the survey sought to identify a profile of students, to better understand their online behavior and their habits and preferences in the use of social media sites. Special emphasis is placed on usage of social media sites for education and training, furthermore on the manner and frequency of use of each social media site, as well as the popularity of particular social media as a guideline for future data sources for sentiment analysis.
Social Media Analytics, Higher Education, Online Student Profiling
A large number of online users of social media websites (social networking sites, wikis, social bookmarks, social ranking sites, sites for sharing photos and videos, etc.) constantly multiply and add information about events, services, products and experiences through various Internet platforms. With qualitative intelligent analysis (based on methods and techniques of data mining) of these contents, companies can take advantage of new data sources to get closer to their customers, develop competitive advantages and grow...
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