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dc.contributor.advisorWilcox, Gary B.en
dc.creatorChung, Arnold Dongwooen
dc.date.accessioned2015-10-13T17:36:14Zen
dc.date.accessioned2018-01-22T22:28:26Z
dc.date.available2015-10-13T17:36:14Zen
dc.date.available2018-01-22T22:28:26Z
dc.date.issued2015-05en
dc.date.submittedMay 2015en
dc.identifierdoi:10.15781/T2602Pen
dc.identifier.urihttp://hdl.handle.net/2152/31707en
dc.descriptiontexten
dc.description.abstractSocial media has become a new channel for both brands and social media users. On social media channels, not only does a brand provide messages to their followers, but also social media users consume, contribute, and create brand related messages. In these social media messages, the brand personality that consumers actually do think and feel is included. In previous brand personality research, surveys have been the primary research methodology, however in this study, text mining in social media was utilized to examine brand personality. More specifically, Twitter messages, including the keywords Apple, Samsung, iPhone, and Galaxy, were collected and examined.en
dc.format.mimetypeapplication/pdfen
dc.language.isoenen
dc.subjectBrand personalityen
dc.subjectTwitteren
dc.subjectSocial mediaen
dc.titleBrand personality research on Twitteren
dc.typeThesisen
dc.description.departmentAdvertisingen
dc.date.updated2015-10-13T17:36:14Zen


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