MWAIS 2021 Proceedings


This research-in-progress paper investigates Twitter users’ needs and values. One prominent social media influencer is selected, and hundreds of their followers--Twitter users--are examined. The needs and values are discerned with natural linguistic analysis. For the natural linguistic analysis and for each twitter user, tweets are analyzed for twelve needs and six values. IBM Watson is implemented for the analysis and in the generation of inferences about the needs and values. The inferred values and needs are used to cluster groups of Twitter users. The objective of this research is to facilitate better understanding of Twitter users’ groups for improved social media management by social media influencers and firms.