Understanding changes in a brand's core positioning and customer engagement : a sentiment analysis of a brand-owned Facebook site
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
|
Subject: | Relationship communication | NLP | Social media | Sentiment analysis | Word association analysis | Cluster analysis | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Clusteranalyse | Emotion | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Kundenzufriedenheit | Customer satisfaction |
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