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Advanced Methods: Operationalizing Social Network Services Data—Deep Content Analysis to Comprehend Brand Presence

In: Innovation Discovery Network Analysis of Research and Invention Activity for Technology Management

Author

Listed:
  • Arash Hajikhani
  • Jari Porras

Abstract

The increasing popularity of Social Network Services (SNSs) within the past decade resulted in a dramatic change in the social and economic systems. The enhancement of the technology that facilitates communication in SNSs is creating not only new opportunities for innovation but also new challenges for many incumbent enterprises. As an initial step towards understanding SNSs in business ecosystems, this research attempts to operationalize SNS’s data by utilizing advancements in text analysis for meaningful assumptions and insights. The methods for operationalizing of SNS’s data will be put into practice in a case study to investigate the user perceptions within a competitive market of smartphone brands. The study indicates how users react to content from different profile types (Personal, Professional, Corporate, News and Viral). The results will shed light on the variety of the users’ profile layers participating in SNSs. Further, the study examines the impact on the sentimentality of SNSs’ content generated by users.

Suggested Citation

  • Arash Hajikhani & Jari Porras, 2018. "Advanced Methods: Operationalizing Social Network Services Data—Deep Content Analysis to Comprehend Brand Presence," World Scientific Book Chapters, in: Tugrul Daim & Alan Pilkington (ed.), Innovation Discovery Network Analysis of Research and Invention Activity for Technology Management, chapter 17, pages 471-502, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781786344069_0017
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    More about this item

    Keywords

    Bibliometrics; Technology Management; Patents; Innovation; Scientometric; Network Analysis; Network Tools;
    All these keywords.

    JEL classification:

    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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