Working Papers

Social Media’s Impact on Consumer Mindset: When to Use Which Sentiment Extraction Tool?

Raoul V. Kübler, Anatoli Colicev, and Koen Pauwels

Sep 21, 2017

Analyzes dataset with daily social media and consumer mindset metrics for 48 brands in diverse industries to compare the dynamic explanatory power of simple volume measures (such as number of likes and clicks), dictionary-based analysis of sentiment-rich words, and machine learning-based techniques for daily customer mindset metrics.

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