Presentation Title

Validity & Sentiment In Digital Marketing

Advisor Information

Jeremy Lipschultz

Location

UNO Criss Library, Room 249

Presentation Type

Oral Presentation

Start Date

6-3-2015 2:30 PM

End Date

6-3-2015 2:45 PM

Abstract

Marketing relies on a call and response between consumers and marketers. Perhaps today like never before, marketing entities interact with consumers through the aid of social media channels. Through these channels customers provide direct feedback to marketing entities. In this climate, Twitter has emerged as a leader in facilitating these types of consumer-marketer interactions. As such, this research seeks to illuminate how sentiment is measured via interactions between marketers and specific publics as these interactions are played out through social media. The Twitter feeds of two record labels are analyzed based on available research surrounding online sentiment analysis and social media in general. This research concludes with suggestions on how marketers can employ sentiment research into online campaign strategy. Additionally, this research suggests a direction for further development in the realm of sentiment analysis.

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Mar 6th, 2:30 PM Mar 6th, 2:45 PM

Validity & Sentiment In Digital Marketing

UNO Criss Library, Room 249

Marketing relies on a call and response between consumers and marketers. Perhaps today like never before, marketing entities interact with consumers through the aid of social media channels. Through these channels customers provide direct feedback to marketing entities. In this climate, Twitter has emerged as a leader in facilitating these types of consumer-marketer interactions. As such, this research seeks to illuminate how sentiment is measured via interactions between marketers and specific publics as these interactions are played out through social media. The Twitter feeds of two record labels are analyzed based on available research surrounding online sentiment analysis and social media in general. This research concludes with suggestions on how marketers can employ sentiment research into online campaign strategy. Additionally, this research suggests a direction for further development in the realm of sentiment analysis.