With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

Social media listening is the practice of collecting and analyzing user comments on social media in an effort to assess consumer sentiment surrounding a particular brand. In this research, we contribute to the social media listening research and propose a brand favorability measure, based on...