Understanding changes in a brand’s core positioning and customer engagement: a sentiment analysis of a brand-owned Facebook site

The increasing power of social media has created unprecedented opportunities for marketers. In particular, brand-owned social media seems to be an increasingly popular way of enhancing a brand’s position, connecting with customers, and improving customer engagement with the brand. To guide strategic...

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Veröffentlicht in:	Journal of marketing analytics 2021-03, Vol.9 (1), p.3-16
Hauptverfasser:	Xu, Zhenning, Vail, Colin, Kohli, Amarpreet S., Tajdini, Saeed
Format:	Artikel
Sprache:	eng
Schlagworte:	Business and Management Customers Data mining Decision making Digital media Evolution Graphical representations Market analysis Original Article Sentiment analysis Social networks Unstructured data Workflow
Online-Zugang:	Volltext
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