Journal Selections from MSI
Monitoring Brand Perceptions in Real Time
Novel approach uses social media data to create perceptual map.
Aron Culotta and Jennifer Cutler develop a new method for uncovering consumer brand perceptions by examining social connections from Twitter stream data.
Their algorithm takes a brand and a query on a potential key brand attribute and obtains a value indicating the strength between the attribute and the brand. The approach, validated against survey data for three attributes and over 200 brands, offers a low-cost, real-time alternative to traditional elicitation methods.
Culotta and Cutler write: “This automation allows researchers and practitioners to frequently and easily generate estimates for a range of attributes and brands of interest, allowing for rich marketing insights that can be kept up to date over time.”
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Mining Brand Perceptions from Twitter Social Networks by Aron Culotta and Jennifer Cutler, Marketing Science (May-June 2016)
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