Sentiment Analysis of Brand Personality Positioning Through Text Mining

2019 ◽  
Vol 12 (3) ◽  
pp. 93-103
Author(s):  
Ruei-Shan Lu ◽  
Hsiu-Yuan Tsao ◽  
Hao-Chaing Koong Lin ◽  
Yu-Chun Ma ◽  
Cheng-Tung Chuang
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Brand Personality ◽  
Internet Marketing ◽  
Word Segmentation ◽  
Chinese Word ◽  
Chinese Word Segmentation ◽  
Key Factors ◽  
Factors Affecting ◽  
Processing Group

This article uses text mining and a Chinese word segmentation program developed by the Chinese Knowledge and Information Processing Group in Taiwan's Academia Sinica to analyze Facebook posts from 14 e-commerce companies. In addition, a list of keywords representing brand personalities is analyzed to reveal key factors affecting which social media posts attract consumers' attention. This research uses statistical analysis with a nonmanual questionnaire that is efficient and based on computer science to provide a reference for businesses operating Facebook fan pages and internet marketing.

scholarly journals CyberCan: A New Dictionary for Cantonese Social Media Text Segmentation

2021 ◽  
Author(s):  
Fei Shen ◽  
Wenting Yu ◽  
Chen Min ◽  
Qianying Ye ◽  
Chuanli Xia ◽  
...  
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Word Segmentation ◽  
Unstructured Data ◽  
Text Segmentation ◽  
Chinese Word ◽  
Chinese Word Segmentation ◽  
Text Data ◽  
Social Media Text

Text mining has been a dominant approach to extracting useful information from massive unstructured data online. But existing tools for Chinese word segmentation are not ideal for processing social media text data in Cantonese. This project developed CyberCan (https://github.com/shenfei1010/CyberCan), a lexicon of contemporary Cantonese based on more than 100 million pieces of internet texts. We compared the performance of CyberCan with existing Mandarin and Cantonese lexicons in terms of their word segmentation performance. Findings suggest that CyberCan outperforms all existing lexicons by a considerable margin.

scholarly journals RethinkCWS: Is Chinese Word Segmentation a Solved Task?

2020 ◽  
Author(s):  
Jinlan Fu ◽  
Pengfei Liu ◽  
Qi Zhang ◽  
Xuanjing Huang
Keyword(s):  
Word Segmentation ◽  
Chinese Word ◽  
Chinese Word Segmentation
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