Percorrer por autor "Lemos, Marco Matias de"
A mostrar 1 - 1 de 1
Resultados por página
Opções de ordenação
- Engagement models to monitor brand activationPublication . Lemos, Marco Matias de; Cardoso, Pedro J. S.; Rodrigues, João M. F.Engagement can refer to the act of being involved or committed to a particular activity, organization, or relationship. It also relates to the involvement and enthusiasm of em ployees or customers to a brand or to an event. The creation of effective brand names and the assessment of audience engagement are critical for businesses aiming to estab lish unique market identities and foster consumer connections. This dissertation ex plores (i) the transformative potential of artificial intelligence (AI), particularly natural language processing (NLP) and affective computing (AffC), in innovating brand name generation and engagement evaluation processes. Addressing the challenges posed by traditional approaches, such as trademark constraints and the subjective evaluation of branding elements, an AI-driven model is introduced to quantify the "brandabil ity" of two-word combinations. By leveraging psycholinguistic dimensions – valence, arousal, and dominance – alongside linguistic and semantic attributes like concrete ness, word frequency, and cosine similarity, the model evaluates the impact of over 219.000 word pairs, offering robust predictive capabilities for data-driven branding. Also, focusing in image/video this dissertation explores (ii) the engagement in group events, i.e., proposes a group engagement model that integrates individual metrics such as gaze direction, valence, and arousal to classify engagement states into binary levels – engaged and not-engaged – with further sub-level distinctions. Experimental results highlight the model’s capacity to assess and adapt to dynamic scenarios.