Consumer perception of brand in social media : 3Es as drivers of brand admiration

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dc.contributor.advisorWilcox, Gary B.
dc.creatorKang, Jisoo
dc.date.accessioned2019-10-15T19:44:53Z
dc.date.available2019-10-15T19:44:53Z
dc.date.created2019-05
dc.date.issued2019-07-26
dc.date.submittedMay 2019
dc.date.updated2019-10-15T19:44:53Z
dc.description.abstractIn postmodern market, consumers are increasingly exposed to a flood of brands in their everyday purchasing experiences. In an effort to help companies garner a strong and positive brand relationship with consumers, this paper presents an in-depth case study which implemented topic modeling to analyze unstructured contents on Twitter of three energy drink brands: Red Bull, Monster Energy, and Rockstar Energy. The twitter conversation on each brand was collected, preprocessed, and then analyzed in order to infer public perception for the brands. The result provides the insight to increase intangible brand assets such as brand loyalty and brand admiration by examining how much value customers perceive from the current offering of the brand in respect with the benefits of 3Es(enable, entice, enrich). Furthermore, the study reveals the value of topic modeling as a powerful technology to bring out business value from a massive amount of accessible social media data.
dc.description.departmentAdvertising
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/2152/76208
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/3297
dc.language.isoen
dc.subjectSocial media
dc.subjectBrand
dc.subjectTwitter
dc.subjectText mining
dc.titleConsumer perception of brand in social media : 3Es as drivers of brand admiration
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentAdvertising
thesis.degree.disciplineAdvertising
thesis.degree.grantorThe University of Texas at Austin
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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