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Comunit? virtuali di marca e innovazione di prodotto: un modello di classificazione degli user basato su analisi testuale

Author

Listed:
  • Stefano Bordoni
  • Gianluca Marchi

Abstract

Il paper analizza la conoscenza del prodotto come fattore di classificazione e selezione dei membri pi? innovatori nelle comunit? virtuali di marca. Con un approccio multi-metodo, il lavoro, che ha come ambito applicativo il blog Ducati Hypermotard, analizza i contenuti e i temi ricorrenti nei messaggi degli user e la loro distribuzione in relazione al grado di potenziale collaborativo del consumatore. La possibilit? di stabilire un legame tra conoscenza dello user, linguaggio utilizzato e grado di innovativit? dello user ? confermata. Infine, ? proposto un modello per la classificazione di testi postati sul blog in grado di assegnare automaticamente il profilo di lead userness del mittente e di selezionare i commenti degli utenti pi? competenti in termini di prodotto e pi? innovativi.

Suggested Citation

  • Stefano Bordoni & Gianluca Marchi, 2011. "Comunit? virtuali di marca e innovazione di prodotto: un modello di classificazione degli user basato su analisi testuale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(1), pages 53-71.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-001004
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    Citations

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    Cited by:

    1. Riccardo Rialti & Lamberto Zollo & Maria Carmen Laudano & Cristiano Ciappei, 2018. "Social media brand communities and brand value co-creation: Evidences from Italy," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 111-133.
    2. Barbara Del Bosco & Maria Cristina Morra & Valerio Veglio, 2017. "Social media and firm performance: The voice of managers in European contexts," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 53-75.

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