Measuring Corporate Reputation using Sentiment Analysis

Elanor Colleoni, Adam Arvidsson, Lars K. Hansen, Andrea Marchesini

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    Abstract

    In recent years, new digital media have become important for social networking and content sharing. Due to their large diffusion, social media platforms have also both increased the strategic importance of managing corporate reputation and rendered this more difficult. Companies are increasingly apprehensive about information and opinions that can spread through online communities rapidly without any control. While social media platforms increase the power of stakeholders, they also represent a large-scale source of information about feelings, opinions and sentiments of people that allow us to measure and monitor reputation through the analysis of user generated content in real-time. In this paper, we show how social media content can be used to measure the online reputation of a company. Furthermore, we present an open platform that uses a sentiment analysis algorithm on twitter traffic to monitor the real time evolution of company reputation.
    Original languageEnglish
    Publication date2011
    Number of pages25
    Publication statusPublished - 2011
    EventThe 15th International Conference on Corporate Reputation: Navigating the Reputation Economy - New Orleans, United States
    Duration: 18 May 201120 May 2011
    Conference number: 15

    Conference

    ConferenceThe 15th International Conference on Corporate Reputation
    Number15
    CountryUnited States
    CityNew Orleans
    Period18/05/201120/05/2011

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