Examining Brand-Related User-Generated Content on Twitter: Machine Learning Approaches to Topic Analysis and the Investigation of Social Motivations
Creating and sharing user-generated content (UGC) online is one of the principal means by which consumers can take part in shaping a brand’s image. Brand-related UGC is frequently shared on social networking sites (SNSs) such as Twitter, generating vast volumes of data containing consumers’ concerns...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2019
|
| Online Access: | https://eprints.nottingham.ac.uk/57642/ |