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Researchers from University of Maryland, North Carolina State University, National Taiwan University, Oxford University, Kings College London, and Perceptronics Solutions, Inc. published a new paper in the
Journal of Marketing that examines how artificial intelligence (AI)-based text analysis of social media can monitor the extent to which brand reputation rises and falls over time.
The study, forthcoming in the
Journal of Marketing, is titled Real-Time Brand Reputation Tracking using Social Media and is authored by Roland Rust, William Rand, Ming-Hui Huang, Andrew Stephen, Gillian Brooks, and Timur Chabuk.
Organizations brand reputations can rise and fall based on brand-related events. For example, when Goya CEO Robert Unanue suggested that the 2020 U.S. presidential election was fraudulent, that controversial assertion likely offended a large segment of the population. How can we tell? This research team demonstrates that using artificial intelligence (AI)-based
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