Sentiment Analysis of Brand Personality Positioning Through Text Mining
Sentiment Analysis of Brand Personality Positioning Through Text Mining
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Publisher
Hershey: IGI Global
Journal title
Language
English
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Publisher
Hershey: IGI Global
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Scope and Contents
Contents
This article uses text mining and a Chinese word segmentation program developed by the Chinese Knowledge and Information Processing Group in Taiwan's Academia Sinica to analyze Facebook posts from 14 e-commerce companies. In addition, a list of keywords representing brand personalities is analyzed to reveal key factors affecting which social media...
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Full title
Sentiment Analysis of Brand Personality Positioning Through Text Mining
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TN_cdi_proquest_journals_2384785609
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2384785609
Other Identifiers
ISSN
1938-7857
E-ISSN
1938-7865
DOI
10.4018/JITR.2019070106
