Preliminary communication

SENTIMENT ANALYSIS OF SOCIAL NETWORKS AS A CHALLENGE TO THE DIGITAL MARKETING

Brano Markić ; University of Mostar, Faculty of Economics, Mostar, Bosnia and Herzegovina
Sanja Bijakšić orcid.org/0000-0003-4574-7610 ; University of Mostar, Faculty of Economics, Mostar, Bosnia and Herzegovina
Arnela Bevanda ; University of Mostar, Faculty of Economics, Mostar, Bosnia and Herzegovina

Abstract

Huge amounts of data, in the form of messages on social networks, represent a challange for digital marketing and marketing analytics when meeting the requirements, needs and customer satisfaction with services or products. Marketing strives to be a part of the overall culture based on the data and to define marketing strategies that respond to consumers and thus to provide economic benefits for the company. Therefore, the focus of marketing analysis is on the data recorded at the social networks. This paper shows one possible integration of information technology and data mining tools, with the goal of visualizing the attitudes and opinions on the social networks in the form of a word cloud, which can then further be used to create marketing strategies and improve customer relations and customer service.

Keywords

Text mining; word cloud; marketing analytics; R language; data mining

Hrčak ID:

161034

URI

https://hrcak.srce.hr/161034

Publication date:

30.6.2016.

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