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

Kalle Nuortimo () and Janne Harkonen ()
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Kalle Nuortimo: University of Oulu
Janne Harkonen: University of Oulu

Journal of Marketing Analytics, 2019, vol. 7, issue 3, No 3, 151 pages

Abstract: 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.

Keywords: Marketing analytics; Brand index; Brand image; Media sentiment; Opinion mining; Big data; Data-driven decision-making (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41270-019-00060-9

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