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Forschungsdatenbank der Universität Zürich Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre, Institut für > Prof. Dr. René Algesheimer The Mining of Meaning for Social Media Marketing Summary / Zusammenfassung Social Media offer a splendid amount of information relevant for market research. Beside of quantitative data (e.g. voting ratios of product reviews) a vast number of records is given as qualitative textual and visual records, e.g. comments in online communities, pictures of blogs, chats, and tweets. Focusing on textual records, the triangulation of several methods of computational linguistics should implement approaches of qualitative market research methods into the quantitative analysis of large sample sizes. Implications will be deduced for organizations concerning social product and social brand management. Keywords / Suchbegriffe computational linguistics, meaning mining, qualitative market research, social media Project Leadership and Contacts / Projektleitung und Kontakte Prof. Dr. René Algesheimer (Project Leader) [email protected] Wolfgang Kotowski, M.A. (Project Leader) [email protected] Funding Source(s) / Unterstützt durch Universität Zürich (position pursuing an academic career) Duration of Project / Projektdauer Jan 2010 to Dec 2015 Project 14222 Seite 1
