Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content

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This article discusses the valuable data that can be collected from user-generated content. The article reviews the valuable information that businesses can utilize in social media and user-generated content about the business. The article also provides a model to measure brand personality, and discusses how to build a consumer profile for those who interact with brands on social media. The authors also discuss how the internal corporate environment relates to brand personality.

Yuheng HuYili HongDavid GalAnbang XuVibha SinhaRama Akkiraju
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