One of the most relevant issues that companies, offices and marketing experts, sociologists and scholars must address studying a new brand or product launch is without any doubt the impact - in terms of feedback - on the consumer sentiment. The study of users' opinions on a specific product or brand has changed with the advent of Web 2.0, which has overcome the old surveys model leading consumers in a too complex and not genuine area, reaching more sophisticated research or even better tracking their opinions directly "on the field", i.e. in the community where this exchange of views and information happens naturally and not artificially. The analysis of consumers' opinions on social media provides enormous opportunities for the public and the private spheres. Concerning the last on the reputation of a certain product/brand or firm is strongly influenced by the voices and negative opinions published and shared by users on social networks. Indeed, companies need to adapt their behaviour monitoring public opinion. © 2017 by IGI Global. All rights reserved.

Sentiment analysis as a tool to understand the cultural relationship between consumer and brand

SCOZZESE G
2016

Abstract

One of the most relevant issues that companies, offices and marketing experts, sociologists and scholars must address studying a new brand or product launch is without any doubt the impact - in terms of feedback - on the consumer sentiment. The study of users' opinions on a specific product or brand has changed with the advent of Web 2.0, which has overcome the old surveys model leading consumers in a too complex and not genuine area, reaching more sophisticated research or even better tracking their opinions directly "on the field", i.e. in the community where this exchange of views and information happens naturally and not artificially. The analysis of consumers' opinions on social media provides enormous opportunities for the public and the private spheres. Concerning the last on the reputation of a certain product/brand or firm is strongly influenced by the voices and negative opinions published and shared by users on social networks. Indeed, companies need to adapt their behaviour monitoring public opinion. © 2017 by IGI Global. All rights reserved.
9781522509974
Behaviour monitoring, Product launch, Public opinions, Social media, Web 2.0
File in questo prodotto:
File Dimensione Formato  
Sentiment-Analysis-as-a-Tool-to-Understand-the-Cultural-Relationship-between-Consumer-and-Brand.pdf

non disponibili

Tipologia: Versione Editoriale (PDF)
Licenza: NON PUBBLICO - Accesso chiuso
Dimensione 2.26 MB
Formato Adobe PDF
2.26 MB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.12071/1676
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
social impact