Top

Wireless Networks

Published in:

17-06-2019

Qualitative and quantitative analysis of social network data intended for brand management

Authors: Dagmar Babčanová, Jana Šujanová, Dagmar Cagáňová, Natália Horňáková, Henrieta Hrablik Chovanová

Published in: Wireless Networks | Issue 3/2021

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

The purpose of the paper is to point out the importance of analysing data obtained from social media through the qualitative data analysis software. The main goal of conducted research was to evaluate the presentation and perception of selected automotive brands on Twitter and YouTube with the use of qualitative and quantitative analysis tools. The research objects were social networks Twitter and YouTube. As the subjects of the research were selected six brands of the automotive industry. Findings revealed generally positive consumer opinions, attitudes towards all the tracked brands, given the total score of the words contained in the hashtag tweets with the name of the brand (with more words of positive polarity as those with negative polarity). The best position was achieved by the Toyota brand, which was selected as a benchmark for the tracked car brands, followed by the VW, KIA, Skoda, Citroën and Peugeot. This research shows an approach to brand-related Twitter sentiment analysis that deals with the expressed emotions about a brand through tweet texts.

previous article AHP method application in selection of appropriate material handling equipment in selected industrial enterprise

next article IoT scheduling for higher throughput and lower transmission power

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Aaker, D. (1996). Building strong brands. Building strong brands. New York: The Free Press.

Bujdošová, A., & Klepochová, D. (2013). Vnímanie marketingovej komunikácie na sociálnych sieťach. Zborník príspevkov z konferencie ŠVOČ (pp. 34–41). Ekonóm: Bratislava.

Bruns, A., & Burgess, J. E. (2011). The use of Twitter hashtags in the formation of ad hoc publics. https://eprints.qut.edu.au/46515/. Accessed 13 December 2018.

Butts, C. T. (2008). Social network analysis: A methodological introduction. Asian Journal of Social Psychology, 11, 13–41. https://doi.org/10.1111/j.1467-839X.2007.00241.x.CrossRef

Cai, K., Spangler. S., Chen, Y., & Zhang, L. (2010). Leveraging sentiment analysis for topic detection. In IEEE/WIC/ACM international conference on web intelligence and intelligent agent technology (WI-IAT ‘08) (Vol. 1, pp. 265–271). https://doi.org/10.3233/WIA-2010-0192.

Calderon, P. (2017). VADER sentiment analysis explained. Online. Dostupné na internete: http://datameetsmedia.com/vader-sentiment-analysis-explained/. Accessed 12 December 2018.

Cambria, E., Schuller, B., Xia, Y., & Havasi. C. (2013). New avenues in opinion mining and sentiment analysis. https://sentic.net/new-avenues-in-opinion-mining-and-sentiment-analysis.pdf. Accessed 07 January 2019.

Chi, H.-H. (2011). Interactive digital advertising VS. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12, 44–61.CrossRef

Davies, S. (2017). How social media has changed the automobile industry. https://www.digitalistmag.com/customer-experience/2017/06/20/how-social-media-changed-automobile-industry-05160532-05160532. Accessed 2 February 2019.

10.

Fornacciari, P., Mordonini, M., & Tomauiolo, M. (2006). Social network and sentiment analysis on twitter: towards a combined approach. http://ceur-ws.org/Vol-1489/paper-06.pdf. Accessed 13 January 2019.

11.

Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. Database for Advances in Information Systems, 33(3), 38–53. https://doi.org/10.1145/569905.569910.CrossRef

12.

Gruzd, A., et al. (2011). Imagining Twitter as an imagined community. American Behavioral Scientist, 55(10), 1294–1318.CrossRef

13.

Hajli, N. M. (2015). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387–404.CrossRef

14.

Hlinková, D. (2011). Social networking—the trend in effective marketing communications. https://fphil.uniba.sk/uploads/media/Marketingova-komunikacia-a-media-10_02.pdf. Accessed 2 February 2019.

15.

Hutto, C. J., & Gilbert, E. (2014). VADER: A Parsimonious rule-based model for sentiment analysis of social media text. http://comp.social.gatech.edu/papers/icwsm14.vader.hutto.pdf. Accessed 02 February 2019.

16.

Icha, O., & Agwu, E. (2015). Effectiveness of social media networks as a strategic tool for organizational marketing management. Journal of Internet Banking and Commerce. http://www.icommercecentral.com/open-access/effectiveness-of-social-media-networks-as-a-strategic-tool-for-organizational-marketing-management.php?aid=66382. Accessed 2 February 2019.

17.

Interbrand. (2018). Best global brands 2018. Rankings. https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/. Accessed 09 January 2019.

18.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003.CrossRef

19.

Kharde, V. A., & Sonawane S. S. (2016). Sentiment analysis of Twitter data: A survey of techniques. https://arxiv.org/ftp/arxiv/papers/1601/1601.06971.pdf. Accessed 7 February 2019.

20.

Kirkpatrick, M. (2011). The first hashtag ever tweeted on Twitter: They sure have come a long way. https://readwrite.com/2011/02/04/the_first_hashtag_ever_tweeted_on_twitter_-_they_s/. Accessed 07 February 2019.

21.

Kotler, Ph, Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. New Jersey: Wiley.

22.

Lukačovičová, Z., & Vargová, D. (2015). Využitie sociálnych sietí v marketingu firiem. Studia commercialia Bratislavensia., 30(8), 222–236.

23.

Mostafa, M. M. (2013). More than words: Social networks’ text mining for consumer brand sentiments. Expert Systems with Applications, 40(2013), 4241–4251.CrossRef

24.

North, N. S. (2011). Social media’s role in branding: A study of social media use and the cultivation of brand affect, trust, and loyalty. https://repositories.lib.utexas.edu/bitstream/handle/2152/ETD-UT-2011-12-4924/NORTH-THESIS.pdf?sequence=1. Accessed 07 December 2018.

25.

Opensource. (2018). What is open source? https://opensource.com/resources/what-open-source. Accessed 02 February 2019.

26.

Oreský, M., et al. (2013). Aplikácie marketingu. Bratislava: Ekonóm.

27.

Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6.CrossRef

28.

Paquette, H. (2013). Social Media as a Marketing tool: A literature review. https://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001&context=tmd_major_papers.

29.

Přikrylová, J., & Jahodová, H. (2010). Moderní marketingová komunikace. Praha: Grada.

30.

Saxton, G. D., Niyirora, J. N., Guo, Ch., & Waters, R. D. (2015). #AdvocatingForChange: The Strategic use of hashtags in social media advocacy. https://repository.usfca.edu/cgi/viewcontent.cgi?article=1029&context=pna. Accessed 2 February 2019.

31.

Scott, J. P. (2000). Social network analysis: A handbook (2nd ed.). Thousand Oaks, CA: Sage Publications.

32.

Statista. (2018). Facebook—statistics & facts. https://www.statista.com/topics/751/facebook/. Accessed 02 February 2019.

33.

Šujanová, J., Samáková, J., Babčanová, D., & Cagáňová, D. (2017). Social innovation impact. Contemporary problems of economy—between theory and business practice in context of diversity (pp. 80–105). Alba Iulia: Aeternitas Publishing House.

34.

Šujanová, J., Cagáňová, D., & Čambál, M. (2013). Issue of education in industrial engineering in relationship to automotive industry in the Slovak Republic and its consequences on rural areas. https://www.researchgate.net/profile/Dagmar_Caganova/publication/325763708_2020_competence_model_of_the_slovak_industrial_engineers/links/5b228580a6fdcc6974602465/2020-competence-model-of-the-slovak-industrial-engineers.pdf?origin=publication_detail. Accessed 7 February 2019.

35.

Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? How Gender and Age Shape Receptivity., 10, 10. https://doi.org/10.2501/JAR-51-1-258-275.CrossRef

36.

Vargová, V. (2015). 10 marketingových trendov na rok 2016, ktoré by ste mali poznať. https://webandgo.sk/10-marketingovych-trendov-na-rok-2016. Accessed 5 January 2019.

Title: Qualitative and quantitative analysis of social network data intended for brand management
Authors: Dagmar Babčanová
Jana Šujanová
Dagmar Cagáňová
Natália Horňáková
Henrieta Hrablik Chovanová
Publication date: 17-06-2019
Publisher: Springer US
Published in: Wireless Networks / Issue 3/2021
Print ISSN: 1022-0038
Electronic ISSN: 1572-8196
DOI: https://doi.org/10.1007/s11276-019-02052-0

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"

Other articles of this Issue 3/2021

Integrated process planning and scheduling in networked manufacturing systems for I4.0: a review and framework proposal

Improved 3-dimensional DV-hop localization algorithm based on information of nearby nodes

Online rating system development using blockchain-based distributed ledger technology

AHP method application in selection of appropriate material handling equipment in selected industrial enterprise

Optimization techniques for spectrum handoff in cognitive radio networks using cluster based cooperative spectrum sensing

Importance of organizational structure for TQM success and customer satisfaction