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Unstructured Data Analysis from Facebook Banking Sites
[Analýza nestrukturovaných dat z bankovních stránek na sociální síti Facebook]

Author

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  • Lucie Šperková

Abstract

Social networks as a modern channel for sharing online Word of Mouth is an opportunity for banking companies to analyse the communications and opinions of their customers, which they are sharing publicly. The article shows the process and results of these advanced contextual analyses of unstructured data of selected public banking pages on social networking site Facebook. The analysis of customer opinions, problems and desires may play an important role for the position of these companies in the market and their orientation to customers. Clustering methods and sentiment analysis were used, results reflect the state of the behaviour of customers and banks in this network. Paper highlights the importance of the issue of Word of Mouth and its analyses by information technology. At the same time discusses how context analysis can migrate marketing to the next level of identification of customer behaviour and his relationship to the company.

Suggested Citation

  • Lucie Šperková, 2014. "Unstructured Data Analysis from Facebook Banking Sites [Analýza nestrukturovaných dat z bankovních stránek na sociální síti Facebook]," Acta Informatica Pragensia, Prague University of Economics and Business, vol. 2014(2), pages 154-167.
    • Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:44:p:154-167
    DOI: 10.18267/j.aip.44
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    References listed on IDEAS

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    1. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
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