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Exploring The Use Of Twitter Opinion Mining (Tom) In Marketing Courses, Cuauhtémoc Luna-Nevarez

WCBT Faculty Publications

This paper discusses the use of social media mining (and more specifically, Twitter opinion mining) in marketing courses in order to help students understand current marketing events or phenomena. Social media mining refers to “the use of basic concepts and principal algorithms suitable for investigating massive social media data; it discusses theories and methodologies from different disciplines and encompasses the tools to formally represent, measure, model, and mine meaningful patterns from large-scale social media data” (Zafarani et al. 2014, p. 16). Social media sites such as Facebook, Twitter and Instagram provide opportunities to explore consumer preferences, opinions and behaviors through …