Understanding changes in a brand's core positioning and customer engagement : a sentiment analysis of a brand-owned Facebook site
Zhenning Xu, Colin Vail, Amarpreet S. Kohli, Saeed Tajdini
| Year of publication: |
2021
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|---|---|
| Authors: | Xu, Zhenning ; Vail, Colin ; Kohli, Amarpreet S. ; Tajdini, Saeed |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 9.2021, 1, p. 3-16
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| Subject: | Relationship communication | NLP | Social media | Sentiment analysis | Word association analysis | Cluster analysis | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Clusteranalyse | Markenführung | Brand management | Emotion | Kommunikation | Communication | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Virales Marketing | Viral marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-020-00099-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012487123