Michal Shmueli-Scheuer
ABSTRACT
In this work we discuss the challenges of utilizing social media data, and more specifically microblogs, for helping brand managers. Brand perception is one of the most important tasks of a brand manager, requiring to understand how customers perceive and select brands in specific product categories or market segments. While understanding the brand perception from conventional sources such as reviews and advertisement is well studied and established, gaining insights from social media sources is still an open challenge. In this paper, we present a high-level overview of a novel system that was developed in IBM which aims at extracting brand perception from Twitter. As a proof of concept, we present some preliminary results from the retail domain.
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Index Terms
- "Greaaaat bargains starting from just 99p!!!! :-)": brand perception in the social media
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