Understanding Brand Image from Consumer-generated Hashtags

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Social media has emerged as a major hub of engagement between brands and consumers in recent years, and allows user-generated content to serve as a powerful means of encouraging communication between the sides. However, it is challenging to negotiate user-generated content owing to its lack of structure and the enormous amount generated. This study focuses on the hashtag, a metadata tag that reflects customers’ brand perception through social media platforms. Online users share their knowledge and impressions using a wide variety of hashtags. We examine hashtags that co-occur with particular branded hashtags on the social media platform, Instagram, to derive insights about brand perception. We apply text mining technology and network analysis to identify the perceptions of brand images among consumers on the site, where this helps distinguish among the diverse personalities of the brands. This study contributes to highlighting the value of hashtags in constructing brand personality in the context of online marketing.
Publisher
한국마케팅학회
Issue Date
2020-10
Language
English
Article Type
Article
Citation

아시아마케팅저널, v.22, no.3, pp.71 - 85

ISSN
1598-7868
URI
http://hdl.handle.net/10203/280086
Appears in Collection
MG-Journal Papers(저널논문)
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