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2017 | OriginalPaper | Buchkapitel

16. Social Media Analytics

verfasst von : Wendy W. Moe, Oded Netzer, David A. Schweidel

Erschienen in: Handbook of Marketing Decision Models

Verlag: Springer International Publishing

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Abstract

One of the most significant developments in the domain of marketing in recent years involves the proliferation of user-generated content, particularly online social media. Social media has created a power shift in the relationship between consumers and brands, providing consumers more power by allowing them to easily broadcast their views and opinions about brands to a large audience.

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Vorheriges Kapitel Advertising Effectiveness and Media Exposure

Nächstes Kapitel Integrating Social Networks into Marketing Decision Models

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F1 is measured as the harmonic mean of the levels of recall and precision, where recall is the proportion of instances that were identified, and precision is the proportion of correctly identified instances of the set of identified instances.

For more information about NLP, we refer interested readers to Manning and Schütze (1999).

If the researcher is interested in sentiment analysis or other types of output rather than relationship extraction, Step 5 could be replaced with the eventual goal of the text-mining task. For example, if the researcher is interested in understanding which topics were mention in a review, step 5 may be replaced with a topic modeling approach.

For a review of the impact of online WOM on sales, we refer readers to the meta analyses conducted by Babic et al. (2016) and You et al. (2015).

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Titel: Social Media Analytics
verfasst von: Wendy W. Moe
Oded Netzer
David A. Schweidel
Verlag: Springer International Publishing
Buch: Handbook of Marketing Decision Models
Print ISBN: 978-3-319-56939-0

Electronic ISBN: 978-3-319-56941-3

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-56941-3_16

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