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Driving engagement through emotional content: a data-driven analysis from the Upworthy Research Archive: understanding online engagement - a multi layered analysis of digital engagement drivers

2025-01-23Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorKummer, Michael
dc.contributor.authorAntunes, Frederico Ferreira Da Silva Ruivo
dc.date.accessioned2025-03-28T14:14:34Z
dc.date.available2025-03-28T14:14:34Z
dc.date.issued2025-01-23
dc.description.abstractIn a digital landscape where capturing reader attention is crucial to news platforms, the Upworthy Research Archive enables the study of how article headlines influence engagement. This research assesses how the components of a headline impacts user clicks through machine learning methods to extract features related to emotional and phrase-meaning topics to predict the level of engagement on each piece of news. Results show that timing dominates engagement, headline structure plays a key role, and emotional traits have limited influence. Additional analysis explores how headline characteristics impacts Upworthy’s engagement.pt_PT
dc.identifier.tid203927524pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/181592
dc.language.isoengpt_PT
dc.relationUID/ECO/00124/2013pt_PT
dc.subjectDigital contentpt_PT
dc.subjectEngagementpt_PT
dc.subjectUpworthypt_PT
dc.subjectMINDpt_PT
dc.subjectPredictionpt_PT
dc.subjectNews articlespt_PT
dc.subjectHeadlinept_PT
dc.subjectExcerptpt_PT
dc.subjectCategoriespt_PT
dc.subjectClassification algorithmspt_PT
dc.subjectMachine learningpt_PT
dc.subjectNatural language processingpt_PT
dc.subjectUser interactionpt_PT
dc.subjectContent strategypt_PTpt_PT
dc.subjectInteraction trendspt_PT
dc.subjectPatternspt_PT
dc.subjectInsightspt_PT
dc.subjectText embeddingspt_PT
dc.subjectForecastingpt_PT
dc.subjectTime seriespt_PT
dc.subjectClickbait detectionpt_PT
dc.subjectHeadline classificationpt_PT
dc.subjectText analysispt_PT
dc.subjectClickbait trendspt_PT
dc.subjectPlotspt_PT
dc.subjectStatistical analysispt_PT
dc.subjectt-Testpt_PT
dc.subjectt-Testpt_PT
dc.subjectHypothesis testingpt_PT
dc.subjectModel evaluation
dc.titleDriving engagement through emotional content: a data-driven analysis from the Upworthy Research Archive: understanding online engagement - a multi layered analysis of digital engagement driverspt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Master’s degree in Business Analytics from the Nova School of Business and Economicspt_PT

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NSBE - MA Dissertations