Brand Analysis in Social Network Services: Results from Content Analysis in Twitter Regarding the US Smartphone Market

Arash Hajikhani; Jari Porras; Helinä Melkas

doi:10.1142/S0219877017400089

Brand Analysis in Social Network Services: Results from Content Analysis in Twitter Regarding the US Smartphone Market

Arash Hajikhani^* (Corresponding Author), Jari Porras, Helinä Melkas

^*Corresponding author for this work

Not published at VTT

Lappeenranta-Lahti University of Technology LUT

Research output: Contribution to journal › Article › Scientific › peer-review

8 Citations (Scopus)

Abstract

Marketing is the front-end strategy of firms to communicate the value of their products or services to customers; therefore, innovations in marketing have tremendous value in comparison to the whole innovation strategy of firms. The emergence of social network services (SNSs) as a dominant communication platform among firms and users provides an opportunity to evaluate the innovativeness of a firm's marketing strategy. With an analysis of Twitter data, the study indicates how users react to content from different profile types. This result could inspire firms and the social media strategists of companies to diversify their content over multiple user profiles.

Original language	English
Article number	1740008
Journal	International Journal of Innovation and Technology Management
Volume	14
Issue number	2
DOIs	https://doi.org/10.1142/S0219877017400089
Publication status	Published - 1 Apr 2017
MoE publication type	A1 Journal article-refereed

Keywords

brand presence
crowd intelligence evaluation
sentiment analysis
Social network services
Twitter

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1142/S0219877017400089

Cite this

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Brand Analysis in Social Network Services: Results from Content Analysis in Twitter Regarding the US Smartphone Market. / Hajikhani, Arash (Corresponding Author); Porras, Jari; Melkas, Helinä.
In: International Journal of Innovation and Technology Management, Vol. 14, No. 2, 1740008, 01.04.2017.

Research output: Contribution to journal › Article › Scientific › peer-review

TY - JOUR

T1 - Brand Analysis in Social Network Services

T2 - Results from Content Analysis in Twitter Regarding the US Smartphone Market

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AU - Porras, Jari

AU - Melkas, Helinä

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N2 - Marketing is the front-end strategy of firms to communicate the value of their products or services to customers; therefore, innovations in marketing have tremendous value in comparison to the whole innovation strategy of firms. The emergence of social network services (SNSs) as a dominant communication platform among firms and users provides an opportunity to evaluate the innovativeness of a firm's marketing strategy. With an analysis of Twitter data, the study indicates how users react to content from different profile types. This result could inspire firms and the social media strategists of companies to diversify their content over multiple user profiles.

AB - Marketing is the front-end strategy of firms to communicate the value of their products or services to customers; therefore, innovations in marketing have tremendous value in comparison to the whole innovation strategy of firms. The emergence of social network services (SNSs) as a dominant communication platform among firms and users provides an opportunity to evaluate the innovativeness of a firm's marketing strategy. With an analysis of Twitter data, the study indicates how users react to content from different profile types. This result could inspire firms and the social media strategists of companies to diversify their content over multiple user profiles.

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KW - crowd intelligence evaluation

KW - sentiment analysis

KW - Social network services

KW - Twitter

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JO - International Journal of Innovation and Technology Management

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ER -

Brand Analysis in Social Network Services: Results from Content Analysis in Twitter Regarding the US Smartphone Market

Abstract

Keywords

UN SDGs

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