The project will be operationalized through 5 subprojects

1. Project 1 "Experimental development of emerging technologies in the field of deep learning on big data in online social networks and the study of their impact on users" (AI Media)

Description:

Social media is the benchmark in validating the identity of any brand or product available on the market, with the goal of any digital marketing campaign being predefined by virality on these social networks. Whether it's traditional marketing strategies, guerilla marketing or gout hacking, most of the time the way an online marketing campaign reaches the viral remains a mystery. This topic has been analyzed in numerous scientific articles that analyze social media as a marketing communication tool for B2C business, but B2B about customer satisfaction. For affiliate digital marketing, search engine marketing, or paid social media campaigns, it's relatively easy to track final results, instead of guerilla marketing campaigns where image or video content with product placement strategies are used, this is difficult to monitor and analyze. By developing the AI ​​Media application, it is desirable to directly address the factors that determine success in grouth hacking campaigns in social media. At the same time, this application can also be used as a monitoring and statistical analysis system, for example to track whether the brand or products in question were placed in accordance with the manufacturer's requirements in social media, out reach and content marketing campaigns. Analyzing a significant sample can lead to the determination of some influences whose role can be expanded, acting as product ambassadors in campaigns targeting a targeted audience directly. The use of 'machine learning' algorithms to identify 'sentiment analysis' of these influences in the various blocks of content that AI Media analyzes. Taking into account the multitude of context, location, 'sentiment analysis' data will be possible by performing quantitative analyzes based on qualitative content resources, using predominantly artificial intelligence algorithms. Although the popularity of machine learning algorithms has seen an accelerated evolution lately due to the increase in computing power, the applicability of 'big data' algorithms generated by social media is relatively limited. In the context of the social media impact on brands, an analysis of the marketing research of a product using neural networks is required. Taking into account the dynamic nature and the high volume of content present in social media, it becomes increasingly difficult to manage and regulate the context in which product placement is positioned, often having direct implications on some related issues health and behavior of social media users.

2. Project 2: "Experimental Development of Emerging Technologies in Mobile Communications at Online Social Networks and Study of Their Impact on Users" (Integrated Mobile Social Networks)

Description:

The scientific / technical novelty elements take into account that communication is nowadays a very important factor in achieving both personal goals and professional goals. Mobile technologies play an important role in building and using online social networks. Analyzes show that over 80% of social network users use mobile devices, accounting for 34% of the world's population. Our study aims to determine the impact of these emerging technologies on changes in mobile application deployment, how users interact with online social networks, and users' perspectives on new technologies. In order to determine the influence of these technologies, it is necessary to develop a system of metrics and indicators and to obtain the data necessary to determine the impact on the users. This research focuses on the integration of IoT technologies and wearable devices, the latter incorporating smart clocks and bracelets. Portable devices run their own operating system, connected to a mobile device via Bluetooth, NFC, GPS, and other sensors (gyroscope, heart rate monitor, etc.). Applications installed on portable devices connect to online social networks and can send and receive messages and files.

3. Project 3: "Experimental Development of Emerging Neuromarketing Technologies at Online Social Networks and Study of Their Impact at User Level" (NeuroMedia)

Description:

The scientific / technical novelty elements take into account that consumers are currently connected to information as well as to each other in a unique way, never before, thanks to the Internet and the development of new technologies. Online purchasing decisions are not as rational as we think they are, so online social networks are "perfect" places to raise awareness or launch a new brand, product or service, taking into account their success among users and the size of the communities formed. However, one of the most challenging goals for companies in the online environment is to attract and retain users' attention. Therefore, in recent years, Neuromarketing research helps companies better understand human behavior and the way our brains make decisions, especially as many consumer decisions are taken subconsciously (NeuroSky, 2016). Moreover, some researchers consider that an individual's social networking network is closely linked to the focal structure of the brain involved in social knowledge. Taking this into account, the scientific and technical novelties of the NeuroMedia sub-project are of great importance for the future development of the field as well as marketing and new technologies in general. These novelties include: determining the applicability of neuromarketing in online social networks and identifying emerging technologies in this area of ​​activity, developing a functional model of the neuromarketing subsystem within the FutureWeb platform (containing a section of eye-tracking and a brain scan -EEG).

4. Project 4: "Experimental Development of Enhanced Reality Tools at Online Social Networks and Study of Their Impact at User Level" (AR Media)

Description: The technical and scientific novelties consist in integrating the capabilities of the augmented reality technology into an online social network called AR Media so that the experience of online social network users will be improved by creating a high interactivity in the interactions between them, it will be possible to analyze in detail the behavior of users in order to obtain scientific results that will have a significant impact on the way in which marketing is achieved through online social networks. The users of the AR Media online network will only need a camera mobile device to scan the image of a building, location, or pero, thus ensuring instant access to its associated profile within the AR Media social network or information about the user activity on its LinkedIn, Twitter, Flickr, Youtube, Spotify, or other networks accounts. A similar approach has been used by the Bottari network in South Korea, which has as main purpose the promotion of tourist sites in Seoul. AR-augmented reality, the technology behind the AR Media online network, can be defined as a direct or indirect view of the real physical world (objects or persons) that surrounds us, a world that is enhanced or augmented by adding information and additional virtual elements generated by computers. Virtually augmented reality combines real objects with virtual objects, which provides a virtual interaction with real objects. Virtual objects in this case are built using computers that use 3D graphics and modeling techniques. Unlike virtual reality where there are no real elements at all, augmented reality is closer to the real world, being virtually a bridge between the real world and the virtual world. AR techniques create a new type of user experience, able to significantly increase interest in the interaction process. AR Media will have a high complexity, being the first of its kind in Romania. The AR Media online network, in addition to its core functions, will implement another 5 modules or subsystems, one of which is the sentiment analysis module.

5. Project 5: "Experimental Development of a Romanian-Language Ontology and Testing the Effects of Semantic Web Based Searches on Online Social Networks" (Semantic Media)

Description:

The scientific and technical novelties of the "SemanticMedia" sub-project aim at identifying the role of semantic technologies in online social networks, especially at the level of semantic web searches and the experimental development of an ontology specific to the Romanian language. Although over the last years research on ontologies has become widespread, particularly in relation to the relationship between the computer and the business environment, yet no such ontology specific to the Romanian language has yet been created nor tested so far the effects of web-based semantic searches at the level of online social networks. The idea of ​​the semantic web is to expand the unstructured information with descriptions that can be processed by machines about the meaning of the information and to provide contextual information if necessary or missing. One of the main challenges of the semantic web is to ensure the interoperability of knowledge, and ontologies and ontological languages ​​are the key technologies to achieve this. The term ontology comes from the field of philosophy and was defined as "an explicit specification of conceptualization." However, in the field of informatics, ontology is not a theory of what exists, but rather it is a simplified and abstract image of the concepts of real world, meanings and semantic relations. In order to implement ontologies for the semantic web, W3C (Consortium W3) has developed a specific language called OWL (Ontology Web Language). OWL allows developers to implement the components of ontologies: classes that shape real world concepts, instances, properties or relationships and axioms. The other two fundamental ontological languages ​​are considered to be Resource Description Framework (RDF) and SPARQL (Database Semantic Interrogation Language). Ontologies can be considered as a predefined vocabulary of concepts. The purpose of this "vocabulary" is to provide a higher level of knowledge based on semantics to define concepts and semantic relationships between them so as to eliminate the ambiguity in a particular domain, in our case that of online social networks .

As far as the complementarity of projects is concerned, they provide the development of the various components of the FutureWeb general platform developed within the project (deep learning technologies, mobile technologies (IoT and wearables), neural science technologies, augmented reality technologies from the field of semantic web-based studies), a product that will be used and disseminated by the participating institutions at the completion of the project. The overall objective of the proposed project is to carry out scientific studies and research to develop empirical models and experimental developments to assess the impact of emerging technologies used in online social networks and their transfer to the market by ensuring the improvement of institutional performance, coordinating the activities and resources of the public research organizations involved in the project and valorising the results in the economic and social environment.