Advanced Methods: Operationalizing Social Network Services Data—Deep Content Analysis to Comprehend Brand Presence

Arash Hajikhani and Jari Porras

Chapter 17 in Innovation Discovery:Network Analysis of Research and Invention Activity for Technology Management, 2018, pp 471-502 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The increasing popularity of Social Network Services (SNSs) within the past decade resulted in a dramatic change in the social and economic systems. The enhancement of the technology that facilitates communication in SNSs is creating not only new opportunities for innovation but also new challenges for many incumbent enterprises. As an initial step towards understanding SNSs in business ecosystems, this research attempts to operationalize SNS’s data by utilizing advancements in text analysis for meaningful assumptions and insights. The methods for operationalizing of SNS’s data will be put into practice in a case study to investigate the user perceptions within a competitive market of smartphone brands. The study indicates how users react to content from different profile types (Personal, Professional, Corporate, News and Viral). The results will shed light on the variety of the users’ profile layers participating in SNSs. Further, the study examines the impact on the sentimentality of SNSs’ content generated by users.

Keywords: Bibliometrics; Technology Management; Patents; Innovation; Scientometric; Network Analysis; Network Tools (search for similar items in EconPapers)
JEL-codes: O32 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9781786344069_0017 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9781786344069_0017 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9781786344069_0017

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().