Are we who we follow? : computationally analyzing human personality and brand following on Twitter
Joseph T. Yun, Utku Pamuksuz and Brittany R.L. Duff
| Year of publication: |
2019
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|---|---|
| Authors: | Yun, Joseph T. ; Pamuksuz, Utku ; Duff, Brittany R. L. |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 5, p. 776-795
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| Subject: | audience analysis | brand analytics environment (BAE) | Brand personality | computational methods | social media analytics | tool | Twitter | Social Web | Social web | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Personal Computer | Personal computer | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1575106 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200319