Extracting brand information from social networks: Integrating image, text, and social tagging data

Klostermann, Jan; Plumeyer, Anja; Böger, Daniel; Decker, Reinhold

doi:10.1016/j.ijresmar.2018.08.002

Cited by 110 publications

(64 citation statements)

References 31 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…To this end, we collected 4,556 tweets from unique Twitter users between May 10 and June 9, 2019 through Wolfram Mathematica software following the same approach as in Study 1. Following Klostermann, Plumeyer, Boger, and Decker (2018), we created a lexicon consisting of the five motivations that emerged in Study 1, emerging from reading and coding the text. In particular, the researchers selected a random subsample from the sum of the tweets to create specific categories using the inductive method.…”

Section: Resultsmentioning

confidence: 99%

The Cinderella moment: Exploring consumers' motivations to engage with renting as collaborative luxury consumption mode

Pantano

Stylos

2020

Psychology and Marketing

View full text Add to dashboard Cite

Past literature argued that the purchase of luxury goods is driven by people's motivation to conform or fit into our economic and social system. In this study, the authors focus on a new aspect of consumption, that is, renting instead of purchasing luxury goods, backed by the emerging opportunities of sharing economy platforms. Drawing upon the analysis of spontaneous consumers' online communications(in the form of tweets), this study aims to investigate the motivations to engage with luxury garment renting within a collaborative consumption context. To this end, a series of automatic content analyses, via two studies, were conducted using the tweets posted with respect to the Run the Runway collaborative consumption platform. Results demonstrate consumers' increased willingness to show their social status through renting rather than owning luxurious apparel based on five main motivators (need to wear new clothes for a special event, inspirations created by the products/brands, possibility to explore a new way of consuming luxury goods, need to make more sustainable choices, and to increase the life cycle of each luxury product). The implications of these findings are discussed, while they pave the way for future research in collaborative consumption of luxury retailing.

show abstract

Section: Resultsmentioning

confidence: 99%

The Cinderella moment: Exploring consumers' motivations to engage with renting as collaborative luxury consumption mode

Pantano

Stylos

2020

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…User-generated content, such as online comments and product reviews (Ansari et al, 2018;Lee & Bradlow, 2011;Tirunillai & Tellis, 2012), social media posts (Nam, Joshi, & Kannan, 2017;Nam & Kannan, 2014), blogs and forums (Netzer et al, 2012), photo and video uploads (Klostermann, Plumeyer, Böger, & Decker, 2018), and other unstructured data sources provide marketing research with a trove of potentially candid and useful data about firms and their market offerings. This unstructured data can often be accessed directly through an application programming interface (API) from social media platforms, scraped manually from webpages, or internally from firm-owned marketing communications, such as image and video advertisements and corresponding meta-data.…”

Section: Gather and Sourcementioning

confidence: 99%

“…Image and video classifications remain the focus of cutting-edge research where deep learning convolutional neural networks can accomplish tasks in hours more accurately than would take humans days and weeks (He, Zhang, Ren, & Sun, 2016;Kwak & An, 2016;Sermanet et al, 2013). As researchers have increasing access to off-the-shelf or open-source libraries such as ImageNet, PASCAL VOC, and TensorFlow to facilitate image analysis in quick timeframes for additional analysis (Abadi, Isard, & Murray, 2017;Klostermann et al, 2018;Krizhevsky, Sutskever, & Hinton, 2012), these methods can be applied more widely by more substantively focused researchers. While current work has become proficient at object recognition in visual data (You, Luo, Jin, & Yang, 2015), many conventional approaches still have difficulties recognizing and extracting more abstract information such as emotions and sentiments, which is admittedly tricky even for humans coders due to subjectivity (Wang & Li, 2015).…”

Section: Learn and Usementioning

confidence: 99%

Marketing ecosystem: An outside-in view for sustainable advantage

Zhang

Watson

2020

Industrial Marketing Management

View full text Add to dashboard Cite

In the modern business environment, consumers are increasingly influenced by megatrends involving marketplace, technology, socioeconomics, geopolitics, and natural environment. Simultaneously, the data and insights that can inform consumer attitudes and behaviors often reside outside of firms' direct control. Consciously incorporating these interdependent factors into firms' decision-making is essential for adaptability and sustainable profitability. Building on the "outside-in" perspective, we propose that firm strategies should be informed through the lens of the marketing ecosystem that considers the interrelated and dynamic megatrends. By leveraging advances in data and technology, firms can sense-make the marketplace by extracting insights from massive amounts of diverse consumer data with modern-day analytics. By mapping out the megatrends with marketing analytics, firms can 1) more accurately predict consumers' changing preferences and formulate appropriate strategies to engage with them; and 2) become more market-adaptable and competitive in the present and the future. To deliver sustainably compelling value to customers, firms should adopt an ecosystem mindset and cooperate with various stakeholders. A broad-thinking, agile, and humble firm culture can enable the development of more robust outside-in capabilities. We elaborate on the megatrends in the interconnected world of the marketing ecosystem, and propose emerging research directions in each area.

show abstract

“…This research provides valuable insights into the impact of user-generated images on receivers. Relatedly, Klostermann et al (2018) uses and tags social media images related to the McDonald's brand to create an associative network. From the sender perspective, Grewal, Stephen and Coleman (2019) finds that sharing images serves important social objective in terms of identity signaling.…”

Section: Brand Images In Social Mediamentioning

confidence: 99%