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Exploring The Use Of Twitter Opinion Mining (Tom) In Marketing Courses, Cuauhtémoc Luna-Nevarez
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 …
What 100,000 Tweets About The Volkswagen Scandal Tell Us About Angry Customers, Vanitha Swaminathan, Suyun Mah
What 100,000 Tweets About The Volkswagen Scandal Tell Us About Angry Customers, Vanitha Swaminathan, Suyun Mah
Research Collection Lee Kong Chian School Of Business
In September 2015 the Environmental Protection Agency found that many Volkswagen cars sold in the United States were equipped with software that could falsely improve the performance of diesel engines on emissions tests. This cheating was subsequently acknowledged by the car maker.Among the many issues at stake for the company was one of public perception. Anecdotal evidence at the time of the incident suggested irreparable harm to the Volkswagen brand. So could Volkswagen recover in the short term in this regard? And, the broader question, how can you measure brand perception in times of scandal, particularly in an era where …
Social Media Information And Analyst Forecasts, Mahfuja Malik, Rajib Hasan, Abu S. Amin
Social Media Information And Analyst Forecasts, Mahfuja Malik, Rajib Hasan, Abu S. Amin
WCBT Faculty Publications
In the past decade, social networking has changed the landscape of information dissemination. The rapid diffusion of social media services such as Facebook and Twitter is unprecedented and offers immense possibilities for corporations to communicate with, and engage core stakeholders in, various business decisions. In this study, we investigate whether social media play any role as a source of information for financial analysts. We specifically focus on information revealed on the official Facebook pages of S&P 500 firms. We define information content on a Facebook page as the total number of posts by the corporations and the comments, likes and …