Cover Image

Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns

This paper presents a case study of a digital campaign on social media to formulate an extensive novel framework using data analytics method to measure the effectiveness of a social media campaign. The Social Media Impact Discovery (SMID) framework is built from the concept of digital advocacy...

Full description

Saved in:
Bibliographic Details
Main Authors: Nurellezia, Suleiman, Jacey Lynn, Minoi, Rochmat Aldy, Purnomo
Format: Article
Language:English
Published: Semarak Ilmu Publishing 2025
Subjects:
QA75 Electronic computers. Computer science
Online Access:http://ir.unimas.my/id/eprint/46795/3/ARASET_V54_N2_PP157_171.pdf
http://ir.unimas.my/id/eprint/46795/
https://semarakilmu.com.my/journals/index.php/applied_sciences_eng_tech/article/view/5366
https://doi.org/10.37934/araset.54.2.157171
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.unimas.ir-46795
record_format eprints
spelling my.unimas.ir-467952024-12-04T01:01:05Z http://ir.unimas.my/id/eprint/46795/ Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns Nurellezia, Suleiman Jacey Lynn, Minoi Rochmat Aldy, Purnomo QA75 Electronic computers. Computer science This paper presents a case study of a digital campaign on social media to formulate an extensive novel framework using data analytics method to measure the effectiveness of a social media campaign. The Social Media Impact Discovery (SMID) framework is built from the concept of digital advocacy strategies and data analytics techniques, which will provide a systematic approach inboth domains to carry-out an effective advocacy campaign. Since the advent of social media such as Twitter in providing platforms for freedom of speech, digital advocacy has become the new approach for delivering campaigns to a wider range of targeted audiences. The use of digital advocacy has generated interest among politicians and advocators to spread their messages across. Despite the numerous and widespread use of digital advocacy, there is still no formal framework that study the success of the technique as end outcomes in terms of the technological aspect of knowledge and the data analytic. The impact of the campaign is evaluated in terms of its effectiveness using deep machine learning methods on the acquired data on social media of a digital campaign. The results have shown that continuous loops using Support Vector Machine (SVM) and the Naïve Bayes classifier support the dynamic approach in the SMID framework to increase campaign effect and is in line with the iterative structure. The loop's cyclical structure is in tune with the shifting user trends and social media user behaviours. The framework's ability to include fresh data and modify models as advocacy campaigns change over time provides a tactical advantage responsive to shifting conditions. Thus, the overall processes of the campaign should be supported with accurate and reliable data to build trust among its audiences. A case study of sexual harassment on Twitter is used to assess the SMID framework’s practicality. It centred on a young Malaysian advocate named Ain Husniza, whose notable catchphrase is #MakeSchoolASaferPlace. For the first time, digital advocacy for sexual harassment campaigns has been used and analysed in this study. It has demonstrated its contribution by amplifying survivors’ voices and fostering online solidarity, with the aim of raining public awareness of the issue and promoting informed policy. Semarak Ilmu Publishing 2025 Article PeerReviewed text en http://ir.unimas.my/id/eprint/46795/3/ARASET_V54_N2_PP157_171.pdf Nurellezia, Suleiman and Jacey Lynn, Minoi and Rochmat Aldy, Purnomo (2025) Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns. Journal of Advanced Research in AppliedSciencesand Engineering Technology, 54 (2). pp. 157-171. ISSN 2462-1943 https://semarakilmu.com.my/journals/index.php/applied_sciences_eng_tech/article/view/5366 https://doi.org/10.37934/araset.54.2.157171
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic QA75 Electronic computers. Computer science
spellingShingle QA75 Electronic computers. Computer science
Nurellezia, Suleiman
Jacey Lynn, Minoi
Rochmat Aldy, Purnomo
Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns
description This paper presents a case study of a digital campaign on social media to formulate an extensive novel framework using data analytics method to measure the effectiveness of a social media campaign. The Social Media Impact Discovery (SMID) framework is built from the concept of digital advocacy strategies and data analytics techniques, which will provide a systematic approach inboth domains to carry-out an effective advocacy campaign. Since the advent of social media such as Twitter in providing platforms for freedom of speech, digital advocacy has become the new approach for delivering campaigns to a wider range of targeted audiences. The use of digital advocacy has generated interest among politicians and advocators to spread their messages across. Despite the numerous and widespread use of digital advocacy, there is still no formal framework that study the success of the technique as end outcomes in terms of the technological aspect of knowledge and the data analytic. The impact of the campaign is evaluated in terms of its effectiveness using deep machine learning methods on the acquired data on social media of a digital campaign. The results have shown that continuous loops using Support Vector Machine (SVM) and the Naïve Bayes classifier support the dynamic approach in the SMID framework to increase campaign effect and is in line with the iterative structure. The loop's cyclical structure is in tune with the shifting user trends and social media user behaviours. The framework's ability to include fresh data and modify models as advocacy campaigns change over time provides a tactical advantage responsive to shifting conditions. Thus, the overall processes of the campaign should be supported with accurate and reliable data to build trust among its audiences. A case study of sexual harassment on Twitter is used to assess the SMID framework’s practicality. It centred on a young Malaysian advocate named Ain Husniza, whose notable catchphrase is #MakeSchoolASaferPlace. For the first time, digital advocacy for sexual harassment campaigns has been used and analysed in this study. It has demonstrated its contribution by amplifying survivors’ voices and fostering online solidarity, with the aim of raining public awareness of the issue and promoting informed policy.
format Article
author Nurellezia, Suleiman
Jacey Lynn, Minoi
Rochmat Aldy, Purnomo
author_facet Nurellezia, Suleiman
Jacey Lynn, Minoi
Rochmat Aldy, Purnomo
author_sort Nurellezia, Suleiman
title Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns
title_short Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns
title_full Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns
title_fullStr Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns
title_full_unstemmed Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns
title_sort digital advocacy strategies with data analytics framework: a case study for effective campaigns
publisher Semarak Ilmu Publishing
publishDate 2025
url http://ir.unimas.my/id/eprint/46795/3/ARASET_V54_N2_PP157_171.pdf
http://ir.unimas.my/id/eprint/46795/
https://semarakilmu.com.my/journals/index.php/applied_sciences_eng_tech/article/view/5366
https://doi.org/10.37934/araset.54.2.157171
_version_ 1817848781759053824
score 13.223943

Similar Items