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Studying the association of online brand importance with museum visitors: An application of the semantic brand score

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  • A. Fronzetti Colladon
  • F. Grippa
  • R. Innarella

Abstract

This paper explores the association between brand importance and growth in museum visitors. We analyzed 10 years of online forum discussions and applied the Semantic Brand Score (SBS) to assess the brand importance of five European Museums. Our Naive Bayes and regression models indicate that variations in the combined dimensions of the SBS (prevalence, diversity and connectivity) are aligned with changes in museum visitors. Results suggest that, in order to attract more visitors, museum brand managers should focus on increasing the volume of online posting and the richness of information generated by users around the brand, rather than controlling for the posts' overall positivity or negativity.

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  • A. Fronzetti Colladon & F. Grippa & R. Innarella, 2021. "Studying the association of online brand importance with museum visitors: An application of the semantic brand score," Papers 2105.07749, arXiv.org.
    • Handle: RePEc:arx:papers:2105.07749
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    References listed on IDEAS

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    1. Fronzetti Colladon, Andrea, 2018. "The Semantic Brand Score," Journal of Business Research, Elsevier, vol. 88(C), pages 150-160.
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    9. Andrea Fronzetti Colladon & Giacomo Scettri, 2019. "Look inside. Predicting stock prices by analysing an enterprise intranet social network and using word co-occurrence networks," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 36(4), pages 378-391.
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