Abstract

http://ssrn.com/abstract=1874892
 
 

References (28)



 


 



Social Media Intelligence: Measuring Brand Sentiment from Online Conversations


David A. Schweidel


Emory University - Department of Marketing

Wendy W. Moe


University of Maryland - Robert H. Smith School of Business

Chris Boudreaux


SocialMediaGovernance.com

December 29, 2011


Abstract:     
With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from multiple website domains, spanning a variety of online venue formats to which social media comments may be contributed. We demonstrate how factors relating to the focus of social media comments and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors on social media comments. We apply our model to data pertaining to a leading enterprise software brand and show how our proposed approach provides an adjusted brand sentiment metric that is correlated with the results of an offline brand tracking survey. In contrast, a simple average of sentiment across all social media comments is uncorrelated with the same offline tracking survey. We also apply our modeling framework to social media comments related to three brands in different industries. From these analyses, we further demonstrate the potential pitfalls associated with simple average sentiment measures. We conclude by discussing the implications of our findings for practitioners who are considering social media as a potential research tool.

Number of Pages in PDF File: 37

Keywords: Social Media, Brand Sentiment

JEL Classification: M30, M31

working papers series


Download This Paper

Date posted: June 29, 2011 ; Last revised: June 22, 2014

Suggested Citation

Schweidel, David A. and Moe, Wendy W. and Boudreaux, Chris, Social Media Intelligence: Measuring Brand Sentiment from Online Conversations (December 29, 2011). Available at SSRN: http://ssrn.com/abstract=1874892 or http://dx.doi.org/10.2139/ssrn.1874892

Contact Information

David A. Schweidel
Emory University - Department of Marketing ( email )
Goizueta Business School
1300 Clifton Road
Atlanta, GA 30322
United States
Wendy W. Moe (Contact Author)
University of Maryland - Robert H. Smith School of Business ( email )
College Park, MD 20742-1815
United States
Chris Boudreaux
SocialMediaGovernance.com ( email )
421 W. 3rd Street
#509
Austin, TX 78701
United States
HOME PAGE: http://socialmediagovernance.com
Feedback to SSRN


Paper statistics
Abstract Views: 3,154
Downloads: 795
Download Rank: 15,792
References:  28

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo4 in 0.281 seconds