IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-96468y2020i3p559-584.html
   My bibliography  Save this article

Social media listening. From text analysis to the interpretation of the meanings

Author

Listed:
  • Elisabetta Risi
  • Guido Di Fraia

Abstract

The research methods based on the analysis of users-generated contents are an increasingly widespread practice in some companies. These contents analysis is able to observe the «living voice» of customers/users because they represent more spontaneous opinions and preferences than those found through traditional data collection settings. This paper discusses a qualitative-quantitative methodological approach for the study of users-generated contents. The proposed method combines the outputs that emerge from automated social media monitoring platforms, based on the semantic analysis, with an ethnographic approach deriving from the analysis of online contexts in which users’ opinions are shared. The methodological model adopts an integrated and multi-methods approach and it is divided into three phases (con-textual analysis, textual analysis, extra-textual analysis). The method was applied to a case study of an Italian wine brand: the study aims to analyze the meanings associated with the brand, evaluating the alignment between the brand values and the brand image that it disseminates as perceived by users in their online conversations.

Suggested Citation

  • Elisabetta Risi & Guido Di Fraia, 2020. "Social media listening. From text analysis to the interpretation of the meanings," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 559-584.
  • Handle: RePEc:mul:jyf1hn:doi:10.1431/96468:y:2020:i:3:p:559-584
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/96468
    Download Restriction: Access to full text is restricted to subscribers

    File URL: https://www.rivisteweb.it/doi/10.1431/96468
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/96468:y:2020:i:3:p:559-584. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.