Temporal Analysis of Social Media Response to Live Events: The Milano Fashion Week

  • Marco BrambillaEmail author
  • Stefano Ceri
  • Florian Daniel
  • Gianmarco Donetti
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10360)


Social media response to catastrophic events, such as natural disasters or terrorist attacks, has received a lot of attention. However, social media are also extremely important in the context of planned events, such as fairs, exhibits, festivals, as they play an essential role in communicating them to fans, interest groups, and the general population. These kinds of events are geo-localized within a city or territory and are scheduled within a public calendar. We consider a specific scenario, the Milano Fashion Week (MFW), which is an important event in our city.

We focus our attention on the spreading of social content in time, measuring the delay of the event propagation. We build different clusters of stakeholders (fashion brands), we characterize several features of time propagation and we correlate it to the popularity of involved actors. We show that the clusters by time and popularity are loosely correlated, and therefore the time response cannot be easily inferred. This motivates the development of a predictor through supervised learning in order to anticipate the space cluster of a new brand.


Support Vector Machine Granger Causality Social Media Platform Live Event Fashion Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



This work is partly funded by the research project FaST – Fashion Sensing Technology (ID 187010) funded by Regione Lombardia Smart Fashion and Design call. We thank the FashionInProcess group ( of Politecnico di Milano, and especially Paola Bertola, Chiara Colombi and Federica Vacca, who supported us in the definition of the domain-specific knowledge related to the event.


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Marco Brambilla
    • 1
    Email author
  • Stefano Ceri
    • 1
  • Florian Daniel
    • 1
  • Gianmarco Donetti
    • 1
  1. 1.Dipartimento di Elettronica, Informazione e BioingegneriaPolitecnico di MilanoMilanItaly

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