Preference Analysis of Shopping Malls’ Followers and Keyword Recommendation on Twitter

In this work, we analyze the preference features of shopping malls’ followers by examining their "following" and "like" behavior on Twitter. The analysis reveals their preferred topics and the differences among shopping malls that can be used for beneficial commercial applications such as effective promotion, marketing, or branding strategy. In addition, we propose a follower-oriented keyword recommendation method that leverages the followers’ preference. The method recommends keywords to use in a tweet to enhance popularity with the followers. It more directly helps shopping malls to use Twitter effectively for commercial applications.