Individuals often encounter persuasion attempts, during which a persuasion agent aims to persuade a target to change the target’s emotions, beliefs, and behaviors. These persuasion attempts can be observed in various social settings, such as advertising, public health, political campaigns, and personal relationships. During these persuasion attempts, targets generally like to preserve their autonomy, so their responses often manifest in some form of resistance, like a skeptical reaction. In order to detect such skepticism in response to persuasion attempts on social media, we developed a corpus based on consumer psychology. In this paper, we consider one of the most prominent areas in which persuasion attempts unfold: social media influencer marketing. In this paper, we introduce the skepticism detection corpus, SkOTaPA, which was developed using multiple independent human annotations, and inter-coder reliability was evaluated with Krippendorff’s alpha (0.709). We performed validity tests to show skepticism cannot be detected using other potential proxy variables like sentiment and sarcasm.

The tremendous increase in social media usage for sharing Television (TV) experiences has provided a unique opportunity in the Public Health and Marketing sectors to understand viewer engagement and attitudes through viewer-generated content on social media. However, this opportunity also comes with associated technical challenges. Specifically, given a televised event and related tweets about this event, we need methods to effectively align these tweets and the corresponding event. In this paper, we consider the specific ecosystem of the Superbowl 2020 and map viewer tweets to advertisements they are referring to. Our proposed model, AdBERT, is an effective few-shot learning framework that is able to handle the technical challenges of establishing ad-relatedness, class imbalance as well as the scarcity of labeled data. As part of this study, we have curated and developed two datasets that can prove to be useful for Social TV research: 1) dataset of ad-related tweets and 2) dataset of ad descriptions of Superbowl advertisements. Explaining connections to SentenceBERT, we describe the advantages of AdBERT that allow us to make the most out of a challenging and interesting dataset which we will open-source along with the models developed in this paper.