Lecture 1

Question 1

Social Tags

Answer 1

One way for people to categorize unstructured data

Question 2

Content Curation platforms

Answer 2

Primarily for content management and categorization

• To build the collection of content based on topical relevance.
• To discover and share content.

Question 3

Microblogs & social networking platforms

Answer 3

Primarily for social communication - To describe the gist of posts
- To follow and generate trending topics.

Question 4

Social Tagging Process

Answer 4

Interpretation and extraction of the semantic gist of content filtered through the lens of an individual user’s schema/knowledge structure

Question 5

The social tag metrics capture critical market information

Answer 5

Significant informational value in explaining firm value.
- Semantic information matters but volume of content does not explain firm
value.
- Significant after controlling for accounting metrics, advertising expenditures, media citations, and other UGC.

Brand strength play a moderating role in the relationship between competitive overlap of associations and firm value.
- Strong brands: Category dominance & differentiation (points of difference) - Weak brands: Connectedness (points of parity)

Question 6

Knowledge structure

Answer 6

His or her mental representation of related topics.

Question 7

Latent topic discovery

Answer 7

Discovering the major latent topics underlying consumers categorization of tags.

Question 8

Social tags as brand measures CBBE

Answer 8

• Brand familiarity
• Favorability of associations
• Competitive overlap of brand associations.

Question 9

Semantic position in consumers minds

Answer 9

The semantic position captures how a product is categorized in consumers minds, which is significantly influences customers’ decisions in purchase funnel stages.