Marketing insight from consumer reviews: Creating brand position through opinion mining approach
Purpose: Brand managers can determine the ideas, perceptions, or experiences of consumers about their brands and their competitors through traditional marketing research techniques such as focus group discussions, surveys, and in-depth interviews. Through these methods, brands can observe the visual...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-09-01
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| Series: | Telematics and Informatics Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2772503023000543 |