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

Research output: Contribution to journalArticleScientificpeer-review

4 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 languageEnglish
Article number1740008
JournalInternational Journal of Innovation and Technology Management
Volume14
Issue number2
DOIs
Publication statusPublished - 1 Apr 2017
MoE publication typeA1 Journal article-refereed

Keywords

  • brand presence
  • crowd intelligence evaluation
  • sentiment analysis
  • Social network services
  • Twitter

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