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Keywords: Clustering
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (7-8): 1224–1247.
Published: 11 July 2017
.... Design/methodology/approach A total of 354,676 tweets are scraped from Twitter and their sentiment analysed and allocated into positive, negative and no-opinion clusters using fuzzy c-means clustering. The sentiment is then compared to the market share of brands within the beer product category...
