Working Papers

Social Media Intelligence: Measuring Brand Sentiment from Online Conversations

David A. Schweidel, Wendy W. Moe, and Chris Boudreaux

Jan 1, 2012

Investigates the potential to infer brand sentiment from social media conversations. Derives a measure of online brand sentiment which, when applied to data from an enterprise software brand, provides an adjusted brand sentiment metric that is correlated with the results of an offline brand tracking survey. MSI Best Paper Award Winner

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