Establishing an automated brand index based on opinion mining : analysis of printed and social media
|Author:||Nuortimo, Kalle1; Härkönen, Janne2|
1University of Oulu, Oulu, Finland
2Industrial Engineering and Management, University of Oulu, Oulu, Finland
|Online Access:||PDF Full Text (PDF, 1 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2019082725801
|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.
Journal of marketing analytics
|Pages:||141 - 151|
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
222 Other engineering and technologies
No external funding was received.
© 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 https://doi.org/10.1057/s41270-019-00060-9.