Abstract

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.