Havesting Brand Information from Social Tags

Hyoryung Nam, Yogesh V. Joshi, and P.K. Kannan
Academic
Current average rating    
Key Takeaways

​What? Social tags are not new, but often left unused by marketers.

So What? Social tags generated by individual consumers provide marketing researchers with a unique way to observe consumers’ feelings about brands and products.

Now What? As more content emerges on an brand or product, marketers should watch changes in social tags to see how perceptions of the brand also change.

​Article Snapshot: Executive Summaries from the Journal of Marketing

Marketing managers can dervie useful insights by analyzing social tagging data for marketing research.


By employing heterogeneous representations of brand maps using disaggregate level tagging data, marketers can understand and visualize heterogeneity in brand perceptions and gain insights for segmentation and targeting.

Analyzing trends and the temporal dynamics of information at the disaggregate level in social tags helps marketers identify managerially interesting changes within top-of-mind brand associations.


Research Question

Despite the popularity of the use of social tags, there is comparatively little research on what marketing researchers can learn from social tags. Existing research on social tags focus on aggregate-level summary of brand information but do not provide insights into disaggregate-level information in brand associations and individual users. The richness inherent in the disaggregate-level tagging data can allow marketing managers to exploit (1) user-level disaggregate brand association information and (2) temporal disaggregate brand information.

Methods

The richness inherent in the disaggregate-level tagging data can allow marketing managers to exploit (1) user-level disaggregate brand association information (e.g., How can managers identify and describe heterogeneous perceptions on the brand? What are the representative topics describing the brand perceptions of the distinct user segments and what insights they provide on improving overall brand perceptions?) and (2) temporal disaggregate brand information (e.g., Which brand associations are dynamically correlated and how they contribute to the evolving brand image?).

Findings

We present an application of existing textmining and data reduction methods to understand disaggregate-level information in brand associations and individual users  reflected in social tagging data. We show how social tags can be used to infer the major latent topics underlying consumers’ categorization of tags associated with a brand, understand heterogeneous perceptions of a brand with the emergence of new content related to the brand, and identify latent factors of tags based on their correlations over time and how the factors evolve dynamically.

Implications

Given these advantages of analyzing individual-level social tags, they form an inexpensive and continuous data input to implement a brand monitoring dashboard (1) to understand how brand associations vary across segments, and to estimate the size of such segments, (2) to monitor the changes in the topics associated with a brand over time, and specifically in response to important events related to the brand, and (3) to understand changing perceptions of the brand over time.

Questions for the Classroom

  • How do marketing managers discover insightful brand information from social tags?

  • Do social tags reveal different information from keywords extracted from textmining and primary data (e.g., consumer interview and survey)?

  • What analytical tools can be applied to analyze social tagging data?


Article Citation: Hyoryung Nam, Yogesh V. Joshi, and P.K. Kannan (2017) Harvesting Brand Information from Social Tags. Journal of Marketing: July 2017, Vol. 81, No. 4, pp. 88-108.

doi: http://dx.doi.org/10.1509/jm.16.0044



Author Bio:

 
Hyoryung Nam, Yogesh V. Joshi, and P.K. Kannan
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