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Top Brand Alternative Measurement Based on Consumer Network Activity

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In business intelligence effort, the legacy methodology to measure product brand awareness use techniques such as surveys, interviews, and questionnaires. This methodology requires expensive effort to collect data from respondent and takes considerably time to accomplish. The availability of Big Data in the form of social media interaction can benefit us. The conversation and user generated content from social media certainly can be used to measure brand awareness through consumer activity. We use Social Network Analysis methodology to measure the dynamic and evolution of brand conversations in social media. By comparing the network properties, we propose new alternative measurement methods of product brand awareness. Our proposed methodology is better adapted to large scale conversational data in social media. This measurement will also enhance the current methodology by viewing consumer opinions as a whole network and not as separated individual. This study is conducted via social networking conversations on Twitter using two industry case studies, they are the mobile operators and mobile phone brands in Indonesia.
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Keywords: Brand Awareness; Network Properties; Social Media; Social Network Analysis; User Generated Content

Document Type: Research Article

Affiliations: School of Economics and Business, Telkom University, Bandung, 40257, Indonesia

Publication date: April 1, 2017

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