Modeling brand personality with business value of social media analytics: Predicting Brand Personality with User-generated Content and Firm-generated Content

Yuheng Hu, David Gal, Yili Hong

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Social media platforms have provided an enormous repository of textual data, which has brought about a grand opportunity in social media analytics, wherein valuable information can be extracted from content generated by consumers, employees, and firms. While research has shown the explicit value of social media in terms of its networking and campaign value, a growing literature is focused on extracting implicit valuable information embedded in the textual data. We showcase that firms can extract business intelligence from social media data with an important business application in measuring brand personality. Specifically, we develop a text analytics framework that integrates different distinct sources of social media data (consumer-generated content, employee-generated content, and firm-generated content) to measure brand personality. Based on Elastic-Net regression analysis of a large corpus of social media data, including self-descriptions of 1,996,214 consumers who followed the sample of brands, 312,400 employee reviews of the brands' firms, and 680,056 brand official tweets, further combining 10,950 consumer survey responses, we develop a brand personality model that achieves prediction accuracy as high as 0.78. 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 the raison d'être of research into the brand personality construct, namely a consumer identity-brand personality link. We also identify a link between an organization's internal corporate environment and brand personality.

Original languageEnglish (US)
Title of host publicationInternational Conference on Information Systems 2018, ICIS 2018
PublisherAssociation for Information Systems
ISBN (Electronic)9780996683173
StatePublished - Jan 1 2018
Event39th International Conference on Information Systems, ICIS 2018 - San Francisco, United States
Duration: Dec 13 2018Dec 16 2018

Publication series

NameInternational Conference on Information Systems 2018, ICIS 2018

Conference

Conference39th International Conference on Information Systems, ICIS 2018
CountryUnited States
CitySan Francisco
Period12/13/1812/16/18

Fingerprint

Social Media
social media
personality
Personnel
firm
Modeling
Values
Industry
Competitive intelligence
Regression analysis
employee
Elastic Net
Business Intelligence
Business
Personality
Social media
User-generated content
Business value
Brand personality
Regression Analysis

Keywords

  • Brand Personality
  • Business Intelligence
  • Consumer-Generated Content
  • Employee-Generated Content
  • Firm-Generated Content
  • Social Media Analytics

ASJC Scopus subject areas

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Library and Information Sciences
  • Applied Mathematics

Cite this

Hu, Y., Gal, D., & Hong, Y. (2018). Modeling brand personality with business value of social media analytics: Predicting Brand Personality with User-generated Content and Firm-generated Content. In International Conference on Information Systems 2018, ICIS 2018 (International Conference on Information Systems 2018, ICIS 2018). Association for Information Systems.

Modeling brand personality with business value of social media analytics : Predicting Brand Personality with User-generated Content and Firm-generated Content. / Hu, Yuheng; Gal, David; Hong, Yili.

International Conference on Information Systems 2018, ICIS 2018. Association for Information Systems, 2018. (International Conference on Information Systems 2018, ICIS 2018).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Hu, Y, Gal, D & Hong, Y 2018, Modeling brand personality with business value of social media analytics: Predicting Brand Personality with User-generated Content and Firm-generated Content. in International Conference on Information Systems 2018, ICIS 2018. International Conference on Information Systems 2018, ICIS 2018, Association for Information Systems, 39th International Conference on Information Systems, ICIS 2018, San Francisco, United States, 12/13/18.
Hu Y, Gal D, Hong Y. Modeling brand personality with business value of social media analytics: Predicting Brand Personality with User-generated Content and Firm-generated Content. In International Conference on Information Systems 2018, ICIS 2018. Association for Information Systems. 2018. (International Conference on Information Systems 2018, ICIS 2018).
Hu, Yuheng ; Gal, David ; Hong, Yili. / Modeling brand personality with business value of social media analytics : Predicting Brand Personality with User-generated Content and Firm-generated Content. International Conference on Information Systems 2018, ICIS 2018. Association for Information Systems, 2018. (International Conference on Information Systems 2018, ICIS 2018).
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