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Applying Brand Equity Theory to Understand Consumer Opinion in Social Media.
Evangelos Kalampokis
Areti Karamanou
Efthimios Tambouris
Konstantinos A. Tarabanis
Published in:
J. Univers. Comput. Sci. (2016)
Keyphrases
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social media
social networks
general theory
information theory
social media streams
decision making
theoretical framework
social interaction
data sets
feature selection
sentiment analysis
theoretical basis
public opinion
viral marketing
brand image