Measuring brand favorability using large-scale social media data
Kunpeng Zhang, Wendy Moe
| Year of publication: |
2021
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|---|---|
| Authors: | Zhang, Kunpeng ; Moe, Wendy |
| Published in: |
Information systems research : ISR. - Catonsville, MD : INFORMS, ISSN 1047-7047, ZDB-ID 1081934-4. - Vol. 32.2021, 4, p. 1128-1139
|
| Subject: | block-based MCMC | brand measurement | large scale | probabilistic model | social media | Social Web | Social web | Markenführung | Brand management | Markenartikel | Brand | Messung | Measurement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/isre.2021.1030 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012805075