Evaluation of the strengths and weaknesses of Text Mining and Netnography as methods of understanding consumer conversations around luxury brands on social media platforms.
The advent of social media has led to Luxury brands increasingly turning to social media sites to build brand value. Understanding the discussions that happen on social media is therefore a key for the marketing managers of luxury brands. There are two prominent methodologies which have been used wi...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2015
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| Online Access: | https://eprints.nottingham.ac.uk/30283/ |