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SENTIMENT ANALYSIS OF SOCIAL NETWORKS AS A CHALLENGE TO THE DIGITAL MARKETING

Ekonomski vjesnik/Econviews

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Title SENTIMENT ANALYSIS OF SOCIAL NETWORKS AS A CHALLENGE TO THE DIGITAL MARKETING
 
Creator Markić, Brano
Bijakšić, Sanja
Bevanda, Arnela
 
Description Huge amounts of data, in the form of messages on social networks, represent a challange for digital marketing and marketing analytics when meeting the requirements, needs and customer satisfaction with services or products. Marketing strives to be a part of the overall culture based on the data and to define marketing strategies that respond to consumers and thus to provide economic benefits for the company. Therefore, the focus of marketing analysis is on the data recorded at the social networks. This paper shows one possible integration of information technology and data mining tools, with the goal of visualizing the attitudes and opinions on the social networks in the form of a word cloud, which can then further be used to create marketing strategies and improve customer relations and customer service.Keywords:Text mining, word cloud, marketing analytics, R language, data mining
 
Publisher Faculty of Economics in Osijek
 
Contributor —
 
Date 2016-06-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3743
 
Source Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues; Vol 29, No 1 (2016); 95-107
Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues; Vol 29, No 1 (2016); 95-107
1847-2206
0353-359X
 
Language eng
 
Relation http://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3743/2449
http://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/downloadSuppFile/3743/2376