SENTIMENT ANALYSIS OF SLOVAKIAN CHAIN STORES FACEBOOK POSTS

被引：0
|
作者：
Kacaniova, Magdalena [1 ]
Bacikova, Zuzana [2 ]
机构：
[1] Univ Ss Cyril & Methodius Trnava, Fac Mass Media Commun, Namestie J Herdu 2, Trnava 91701, Slovakia
[2] Constantine Philosopher Univ Nitra, Fac Arts, Nitra 94974, Slovakia
来源：
MARKETING IDENTITY: DIGITAL LIFE, PT I | 2015年
关键词：
Branding; Chain stores; Facebook; Sentiment analysis; Slovakia; Social network; SOCIAL MEDIA;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The aim of the study is to provide an insight into sentiment analysis as a social media monitoring tool with its limits and potential. Practical application of this selected topic takes the form of a complex analysis of 720 Facebook posts with a total of 59 967 comments in order to determine the success of respective chain stores communication and provide an evaluation of types of marketing communication mix tools they are using and customers' attitudes towards this communication. The study offers an insight into this popular form of brand's communication with customers in case of eight most common grocery chain stores in Slovakia.
引用
收藏
页码：91 / 107
页数：17
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