SENTIMENT ANALYSIS OF SLOVAKIAN CHAIN STORES FACEBOOK POSTS
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The aim of the study is to provide an insight into sentiment analysis as a social media monitoring tool with its limits and potential. Practical application of this selected topic takes the form of a complex analysis of 720 Facebook posts with a total of 59 967 comments in order to determine the success of respective chain stores communication and provide an evaluation of types of marketing communication mix tools they are using and customers´ attitudes towards this communication. The study offers an insight into this popular form of brand´s communication with customers in case of eight most common grocery chain stores in Slovakia.
Authors and Affiliations
Magdaléna Kačániová, Zuzana Bačíková
Keywords
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