Polytechnic and design, Vol. 8 No. 2, 2020.
Professional paper
https://doi.org/10.19279/TVZ.PD.2020-8-2-02
BRAND RESEARCH USING TEXT AND CONTEXT ANALYSIS
Sara Slamić Tarade
; Zagreb University of Applied Sciences, Zagreb, Croatia
Abstract
In this paper, I have presented the topic modeling process based on tools for textual content analysis using natural language processing for public relations or marketing purposes. The paper deals with the fundamental characteristics of text and context analysis using machine learning algorithms and natural language processing on textual content downloaded from web pages using the web scraping technique. Using appropriate software tools, I analyzed the incidence and importance of key terms related to sports footwear brands. I have pictorially presented the process of processing the mentioned contents and the results obtained by the conducted analysis. The results show that it is possible to acquire information on which topics to refer to brands and in which context without any prior labeling of the text. The presented research methodology enables us to obtain useful information about the importance of brands of interest by processing a large amount of textual content from various digital sources in an automated way.
Keywords
text analysis; NLP methods; brand; algorithms
Hrčak ID:
243886
URI
Publication date:
15.9.2020.
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