Advanced methods: Operationalizing social network services data-deep content analysis to comprehend brand presence

Arash Hajikhani, Jari Porras

Research output: Chapter in Book/Report/Conference proceedingChapter or book articleScientificpeer-review

Abstract

The increasing popularity of Social Network Services (SNSs) within the past decade resulted in a dramatic change in the social and economic systems. The enhancement of the technology that facilitates communication in SNSs is creating not only new opportunities for innovation but also new challenges for many incumbent enterprises. As an initial step towards understanding SNSs in business ecosystems, this research attempts to operationalize SNS's data by utilizing advancements in text analysis for meaningful assumptions and insights. The methods for operationalizing of SNS's data will be put into practice in a case study to investigate the user perceptions within a competitive market of smartphone brands. The study indicates how users react to content from different profile types (Personal, Professional, Corporate, News and Viral). The results will shed light on the variety of the users' profile layers participating in SNSs. Further, the study examines the impact on the sentimentality of SNSs' content generated by users.

Original languageEnglish
Title of host publicationInnovation Discovery
Subtitle of host publicationNetwork Analysis Of Research And Invention Activity For Technology Management
PublisherWorld Scientific Publishing
Pages471-502
Number of pages32
ISBN (Electronic)978-1-78634-406-9
ISBN (Print)978-1-78634-405-2
Publication statusPublished - 22 Jan 2018
MoE publication typeA3 Part of a book or another research book

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Keywords

  • Crowd intelligence evaluation
  • Social media
  • Social network services
  • Text analysis
  • Twitter

Cite this

Hajikhani, A., & Porras, J. (2018). Advanced methods: Operationalizing social network services data-deep content analysis to comprehend brand presence. In Innovation Discovery: Network Analysis Of Research And Invention Activity For Technology Management (pp. 471-502). World Scientific Publishing.