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

Authors

  • Brano Markić Ekonomski fakultet Sveučilišta u Mostaru
  • Sanja Bijakšić
  • Arnela Bevanda

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

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Published

2016-06-30

How to Cite

Markić, B., Bijakšić, S., & Bevanda, A. (2016). SENTIMENT ANALYSIS OF SOCIAL NETWORKS AS A CHALLENGE TO THE DIGITAL MARKETING. Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues, 29(1), 95–107. Retrieved from https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3743

Issue

Vol. 29 No. 1 (2016)

Section

PRELIMINARY COMMUNICATION

License

Upon acceptance of an article for publication in Ekonomski Vjesnik / Econviews – Review of Contemporary Entrepreneurship, Business, and Economic Issues, contributing authors automatically waive their copyright in favour of the journal. The journal reserves copyright of all papers published in it.