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Kowald Dominik, Pujari Suhbash Chandra, Lex Elisabeth

Temporal Effects on Hashtag Reuse in Twitter: A Cognitive-Inspired Hashtag Recommendation Approach

Proceedings of the 26th International World Wide Web Conference, WWW'2017, ACM, Perth, Western Australia, 2017

Hashtags have become a powerful tool in social platformssuch as Twitter to categorize and search for content, and tospread short messages across members of the social network.In this paper, we study temporal hashtag usage practices inTwitter with the aim of designing a cognitive-inspired hashtagrecommendation algorithm we call BLLI,S. Our mainidea is to incorporate the effect of time on (i) individualhashtag reuse (i.e., reusing own hashtags), and (ii) socialhashtag reuse (i.e., reusing hashtags, which has been previouslyused by a followee) into a predictive model. For this,we turn to the Base-Level Learning (BLL) equation from thecognitive architecture ACT-R, which accounts for the timedependentdecay of item exposure in human memory. Wevalidate BLLI,S using two crawled Twitter datasets in twoevaluation scenarios. Firstly, only temporal usage patternsof past hashtag assignments are utilized and secondly, thesepatterns are combined with a content-based analysis of thecurrent tweet. In both evaluation scenarios, we find not onlythat temporal effects play an important role for both individualand social hashtag reuse but also that our BLLI,S approachprovides significantly better prediction accuracy andranking results than current state-of-the-art hashtag recommendationmethods.
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