Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content

Yuheng Hu, Anbang Xu, Yili Hong, David Gal, Vibha Sinha, Rama Akkiraju

Research output: Contribution to journalArticle

Abstract

Social media platforms provide an enormous public repository of textual data from which valuable information can be extracted. We show that firms can extract business intelligence from social media data bearing on an important business application, measuring brand personality. Specifically, we develop a text analytics framework that integrates different distinct sources of social media data generated by consumers, employees, and firms, to measure brand personality. Based on Elastic-Net regression analyses of a large corpus of social media data, including self-descriptions of 1,996,214 consumers who followed the sample of brands on social media, 312,400 employee reviews of the brands’ firms, and 680,056 brand official tweets, we develop a brand personality model that achieves prediction accuracy as high as 0.78. Among key insights, we find that the profile of individuals who choose to associate with brands on social media is an important predictor of brand personality; this provides the first real-world evidence for a consumer identity-brand personality link. We also identify a link between an organization’s internal corporate environment as perceived by employees and brand personality as judged by consumers. We further illuminate the practical implication of our predictive model by building a cloud-based information system that allows managers and analysts to explore and track personality of their own brands and their competitors’ brands.

Original languageEnglish (US)
Pages (from-to)893-930
Number of pages38
JournalJournal of Management Information Systems
Volume36
Issue number3
DOIs
StatePublished - Jul 3 2019
Externally publishedYes

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Competitive intelligence
Personnel
Bearings (structural)
Information systems
Managers
Employees
Social media
Business intelligence
Brand personality
Industry

Keywords

  • brand personality
  • business intelligence
  • consumer-generated content
  • employee-generated content
  • firm-generated content
  • social media analytics

ASJC Scopus subject areas

  • Management Information Systems
  • Computer Science Applications
  • Management Science and Operations Research
  • Information Systems and Management

Cite this

Generating Business Intelligence Through Social Media Analytics : Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content. / Hu, Yuheng; Xu, Anbang; Hong, Yili; Gal, David; Sinha, Vibha; Akkiraju, Rama.

In: Journal of Management Information Systems, Vol. 36, No. 3, 03.07.2019, p. 893-930.

Research output: Contribution to journalArticle

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