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Social Media Analytics

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Handbook of Marketing Decision Models

Part of the book series: International Series in Operations Research & Management Science ((ISOR,volume 254))

Abstract

One of the most significant developments in the domain of marketing in recent years involves the proliferation of user-generated content, particularly online social media. Social media has created a power shift in the relationship between consumers and brands, providing consumers more power by allowing them to easily broadcast their views and opinions about brands to a large audience.

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Notes

  1. 1.

    For a review of research on word-of-mouth, we refer interested readers to Berger (2014).

  2. 2.

    F1 is measured as the harmonic mean of the levels of recall and precision, where recall is the proportion of instances that were identified, and precision is the proportion of correctly identified instances of the set of identified instances.

  3. 3.

    For more information about NLP, we refer interested readers to Manning and Schütze (1999).

  4. 4.

    If the researcher is interested in sentiment analysis or other types of output rather than relationship extraction, Step 5 could be replaced with the eventual goal of the text-mining task. For example, if the researcher is interested in understanding which topics were mention in a review, step 5 may be replaced with a topic modeling approach.

  5. 5.

    For a review of the impact of online WOM on sales, we refer readers to the meta analyses conducted by Babic et al. (2016) and You et al. (2015).

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Author information

Authors and Affiliations

  1. University of Maryland, College Park, MD, USA

    Wendy W. Moe

  2. Columbia University, New York, NY, USA

    Oded Netzer

  3. Georgetown University, Washington, DC, USA

    David A. Schweidel

Authors
  1. Wendy W. Moe
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  2. Oded Netzer
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  3. David A. Schweidel
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Correspondence to Wendy W. Moe .

Editor information

Editors and Affiliations

  1. Rotterdam School of Management, Erasmus University, Rotterdam, South Holland, The Netherlands

    Berend Wierenga

  2. Department of Marketing, Hong Kong University of Science and Technology, Kowloon, Hong Kong

    Ralf van der Lans

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Moe, W.W., Netzer, O., Schweidel, D.A. (2017). Social Media Analytics. In: Wierenga, B., van der Lans, R. (eds) Handbook of Marketing Decision Models. International Series in Operations Research & Management Science, vol 254. Springer, Cham. https://doi.org/10.1007/978-3-319-56941-3_16

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