Measuring brand favorability using large-scale social media data
Year of publication: |
2021
|
---|---|
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 | Messung | Measurement | Markenführung | Brand management | Markenartikel | Brand | Online-Marketing | Internet marketing | Markenimage | Brand image |
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