Integrating Network Clustering Analysis and Computational Methods to Understand Communication With and About Brands: Opportunities and Challenges,Journal of Advertising

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Integrating Network Clustering Analysis and Computational Methods to Understand Communication With and About Brands: Opportunities and Challenges
Journal of Advertising ( IF 5.4 ) Pub Date : 2023-02-06 , DOI: 10.1080/00913367.2023.2166629
Itai Himelboim ₁ , Ewa Maslowska ₂ , Theo Araujo ₃

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Brand-related content cocreated by consumers can play a crucial role in brand–consumer interactions and provide brands with valuable insights hidden in vast seas of unstructured data. We propose an...

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