摘要
随着互联网时代的到来,大量的用户创造内容为企业监测品牌的知名度带来了机遇和挑战。基于大数据文本挖掘技术,使用共现的方法构建了品牌联想网络,探究了品牌在用户联想网络中结构位置对品牌知名度的影响,以及品牌市场地位(领导品牌vs.追随品牌)的调节作用。基于百万条用户回帖数据的实证分析结果表明,品牌在联想网络中的局部中心性和整体中心性与品牌知名度之间都具有显著的正向关系,且领导品牌能强化整体中心性与品牌知名度之间的关系,追随品牌能够强化局部中心性与品牌知名度之间的关系。
With the coming of internet era,the large volume of user generated content(UGC)provides both opportunities and challenges for enterprises to monitor the brand awareness.By employing the text-mining technology of big data,this study builds the brand associative network with the method of textual co-occurrence and investigate the relationship between the brand centrality in consumers associative network and the brand awareness.Further,the authors also examine the moderation of the brand market position.By analyzing on millions of consumer reposts data,the findings show that both local and global centrality of a brand in consumers associative networks have a positive relationship with brand awareness,and compared with leading brands,follower brands can strengthen the relationship between the brand’s local centrality in the associative network and brand awareness.On the contrary,leading brands can strengthen the relationship between the brand’s global centrality in the associative network and brand awareness.
作者
龚璇
黄敏学
严燚
Gong Xuan;Huang Minxue;Yan Yi(College of Economics&Management,Huazhong Agricultural University,Wuhan,430072;Economics and Management School of Wuhan University,Wuhan,430072)
出处
《信息资源管理学报》
CSSCI
2020年第6期110-121,F0003,共13页
Journal of Information Resources Management
基金
国家自然科学基金重大研究计划重点支持项目“大数据驱动的消费市场的全景响应式营销管理与决策研究”(91746206)
国家自然科学基金面上项目“移动时代全景营销模式:三元交互协同与产品一体化情感激发”(71672132)。
关键词
文本挖掘
共现关系
联想网络
品牌知名度
Text-mining
Co-occurrence relations
Associative network
Brand awareness
