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Sentiment Analysis of Brand Personality Positioning Through Text Mining

Sentiment Analysis of Brand Personality Positioning Through Text Mining

Ruei-Shan Lu, Hsiu-Yuan Tsao, Hao-Chaing Koong Lin, Yu-Chun Ma, Cheng-Tung Chuang
Copyright: © 2019 |Volume: 12 |Issue: 3 |Pages: 11
ISSN: 1938-7857|EISSN: 1938-7865|EISBN13: 9781522564768|DOI: 10.4018/JITR.2019070106
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MLA

Lu, Ruei-Shan, et al. "Sentiment Analysis of Brand Personality Positioning Through Text Mining." JITR vol.12, no.3 2019: pp.93-103. http://doi.org/10.4018/JITR.2019070106

APA

Lu, R., Tsao, H., Lin, H. K., Ma, Y., & Chuang, C. (2019). Sentiment Analysis of Brand Personality Positioning Through Text Mining. Journal of Information Technology Research (JITR), 12(3), 93-103. http://doi.org/10.4018/JITR.2019070106

Chicago

Lu, Ruei-Shan, et al. "Sentiment Analysis of Brand Personality Positioning Through Text Mining," Journal of Information Technology Research (JITR) 12, no.3: 93-103. http://doi.org/10.4018/JITR.2019070106

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Abstract

This article uses text mining and a Chinese word segmentation program developed by the Chinese Knowledge and Information Processing Group in Taiwan's Academia Sinica to analyze Facebook posts from 14 e-commerce companies. In addition, a list of keywords representing brand personalities is analyzed to reveal key factors affecting which social media posts attract consumers' attention. This research uses statistical analysis with a nonmanual questionnaire that is efficient and based on computer science to provide a reference for businesses operating Facebook fan pages and internet marketing.

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