NAM,YOSHI - HARVESTING BRAND INFOS FROM SOCIAL TAGS

Question 1

REASONS FOR SOCIAL TAGS

Answer 1

• build, manage & share a collection of content
• search & discover specific content
• describe & share social communication
• search, monitor & generate trending topics

Question 2

INSIGHTS FROM SOCIAL TAGS

Answer 2

• understand users interpretation and perception of content
• capture customers consideration set
• understand competitive market structure
• monitor engagement and participation in topics
• capture the voice of customers
• understand the context of brand usage experience

Question 3

MOTIVATIONS FOR CREATING SOCIAL TAGS

Answer 3

1. Content classification/Categorization
   - Self-oriented motivation
   - social communication
2. Content Description
   - Self-oriented motivation
   - social communication

Question 4

ANALYZING METHOD PROCESS

Answer 4

1. Data collection = specified set of social tag content
2. Association elicitation = evaluating tags association with a brand based on predefined metrics for example “co-occurrence volume”
3. Aggregation & Visualization = holistic description of a brand for example via brand-centric map
4. Analysis of disaggregate-level data = applying text-mining techniques & data reduction methods to understand disaggregate-level information
   - > user-level disag brand associations & temporal disag brand associations

Question 5

BRAND ASSOCIATION APPROACHES

Answer 5

1. Primary data-based approach
   - labor intensive
   - qualitative analysis -> require specialized expertise
   - static analysis at specific time period
   - small sample size -> more expensive
2. Text-mining approach
   - discover patterns in raw text, extract relevant info from textual data
   - automatically -> less labor, time&expertise required
   - updated on real-time->dynamic
   - extracted from larger customer base -> more associations
3. Social tag-based approach
   - ability to capture non-textual data
   - sensitive to consumer biases & social influences
   - low costs compared to 1./2.

Question 6

MANAGERIAL IMPLICATIONS

Answer 6

• social tags complement text mining approach
• opportunity to observe consumer heterogeneous perception of brand content
• dynamic insights on change of consumer perception about brands
• ## input for customer segmentation -> how brand associations vary across segments