University of Oulu

Nuortimo, K. & Harkonen, J. J Market Anal (2019) 7: 141.

Establishing an automated brand index based on opinion mining : analysis of printed and social media

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Author: Nuortimo, Kalle1; Härkönen, Janne2
Organizations: 1University of Oulu, Oulu, Finland
2Industrial Engineering and Management, University of Oulu, Oulu, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 1 MB)
Persistent link:
Language: English
Published: Springer Nature, 2019
Publish Date: 2020-07-12


This article analyses the potential of using opinion mining based on big data to calculate a brand index to reflect brand image in the media. The study is realised as a combination of analysing previous literature and applying a media monitoring tool to analyse editorial publications and social media to gain brand-related media sentiment. The potential of opinion mining and the use of vast amounts of data are demonstrated. The results indicate that sentiment analysis based on big data has potential for automating the calculation of brand indices. It seems that big data can be used to compare brands and the nature of their media visibility. Marketing research and the analytics domain can benefit from big data and their related meaningful applications.

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Series: Journal of marketing analytics
ISSN: 2050-3318
ISSN-E: 2050-3326
ISSN-L: 2050-3318
Volume: 7
Issue: 3
Pages: 141 - 151
DOI: 10.1057/s41270-019-00060-9
Type of Publication: A1 Journal article – refereed
Field of Science: 222 Other engineering and technologies
Funding: No external funding was received.
Copyright information: © Springer Nature Limited 2019. This is the peer reviewed version of the following article: Nuortimo, K. & Harkonen, J. J Market Anal (2019) 7: 141, which has been published in final form at