SENTIMENT ANALYSIS OF SLOVAKIAN CHAIN STORES FACEBOOK POSTS
SENTIMENT ANALYSIS OF SLOVAKIAN CHAIN STORES FACEBOOK POSTS
Author(s): Magdaléna Kačániová, Zuzana BačíkováSubject(s): Social Sciences, Sociology, Social Informatics, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: branding; chain stores; facebook; sentiment analysis; slovakia; social network;
Summary/Abstract: 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 chainstores in Slovakia.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 91-107
- Page Count: 17
- Language: English