Brand Analysis in Social Network Services: Results from Content Analysis in Twitter Regarding the US Smartphone Market

Arash Hajikhani, Jari Porras () and Helinä Melkas ()
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Arash Hajikhani: School of Business and Management, Lappeenranta University of Technology, Skinnarilankatu 34, FI-53851 Lappeenranta, Finland
Jari Porras: School of Business and Management, Lappeenranta University of Technology, Skinnarilankatu 34, FI-53851 Lappeenranta, Finland
Helinä Melkas: School of Business and Management, Lappeenranta University of Technology, Skinnarilankatu 34, FI-53851 Lappeenranta, Finland

International Journal of Innovation and Technology Management (IJITM), 2017, vol. 14, issue 02, 1-21

Abstract: Marketing is the front-end strategy of firms to communicate the value of their products or services to customers; therefore, innovations in marketing have tremendous value in comparison to the whole innovation strategy of firms. The emergence of social network services (SNSs) as a dominant communication platform among firms and users provides an opportunity to evaluate the innovativeness of a firm’s marketing strategy. With an analysis of Twitter data, the study indicates how users react to content from different profile types. This result could inspire firms and the social media strategists of companies to diversify their content over multiple user profiles.

Keywords: Social network services; Twitter; sentiment analysis; crowd intelligence evaluation; brand presence (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1142/S0219877017400089

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