Lehrende: Prof. Dr. Martin Meißner
Veranstaltungsart: Seminar / Übung
Orga-Einheit: Graduate School | ZUGS
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Credits: 4,0
Standort: Campus der Zeppelin Universität
Unterrichtssprache: Englisch
Min. | Max. Teilnehmerzahl: 5 | 14
Inhalte: Recommended Prerequisites Undergraduate level courses in research methods, statistics or data analysis that include at least the following topics: statistical testing, regression analysis and variance analysis; it is also an advantage if you have prior knowledge in R and Python Background Social media have substantially changed the way we communicate with others and build social networks. Large amounts of data are publicly available and offer several essential prospects for companies, such as to identify market opportunities, learn about competitors and to understand users’ needs. Thus, social media have become a key component of digital (marketing) strategies. This course will introduce you to social media research by discussing key theories and models. Furthermore, we will examine the potential that social media data provides while also pointing out the limitations to be considered. The idea is to initiate a broad and interdisciplinary discussion among participants that leads to the creation of ideas how social media research can be advanced in the participants’ distinct fields of interest. We will also introduce and use methodologies that are commonly applied in social media research, such as moderation and mediation analysis. Finally, participants will learn how to gather social media data efficiently. Aims, Purpose and Content The purpose of the course is to develop the specific research skills and knowledge required to successfully complete a research project that uses social media data. Accordingly, the course is designed to provide participants with advanced knowledge regarding latest developments in the field of social media research, in particular statistical methods. Participants will learn how to apply these methods and interpret the corresponding results. Moreover, participants will acquire skills how to gather social media data. The learning outcome of the course is to empower PhD students to design, execute and evaluate social media research projects by themselves. Furthermore, the aim of the course is to give PhD students competences in studying and evaluating research performed and reported by others. Literature Readings in the form of journal articles and research papers will be provided prior to the lectures. Teaching Method The course is organized into three major parts. In the first part, key theories and methods will be discussed. Moreover, we will present results from our own research projects. In the second part, we will introduce moderation and mediation analysis as essential tools that can be applied to analyze data from empirical research projects. In the last part, participants will learn how to gather social media data by using suitable software solutions. Participants are requested to contribute to the course by presenting their own research project or research idea in social media research. Every participant is invited to give a 10 to 15 minutes presentation and will receive feedback from the instructors and other participants.
Weitere Informationen zu den Prüfungsleistungen: Short presentation
Literatur: Readings in the form of journal articles and research papers will be provided prior to the lectures.
