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Keywords: Big data
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Journal Articles
Journal of Product & Brand Management (2024) 33 (3): 370–384.
Published: 27 February 2024
... studies have used big data techniques, such as content and sentiment analysis, to examine brand-related content on social media (Liu et al., 2017). Researchers have studied a diverse set of concepts, including brand personality (Cruz and Lee, 2014); stereotype content, brand warmth and competence...
Journal Articles
Journal of Product & Brand Management (2023) 32 (6): 799–811.
Published: 03 January 2023
... 2022 04 12 2022 06 12 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Brand anthropomorphism Consumer engagement Social media Message type Dialogic principle Twitter Big data Supervised machine learning Brand...
Journal Articles
Journal of Product & Brand Management (2019) 28 (2): 140–153.
Published: 13 February 2019
...., 2007). James M. Loveland can be contacted at: lovelandj1@xavier.edu 05 10 2017 01 03 2018 12 04 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Brand communities Big data Switching costs New product adoption...
