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.

Publication: 
SSRN
Author: 
Yuheng HuYili HongDavid GalAnbang XuVibha SinhaRama Akkiraju
Document Type: 
Research
Paywall: 
Free

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