A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning

Pamuksuz, Utku; Yun, Joseph T.; Humphreys, Ashlee

doi:10.1016/j.intmar.2021.05.001

Cited by 27 publications

(14 citation statements)

References 39 publications

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“…Like many empirical studies, ours has a weakness that could serve as a guiding source for further research on selfcongruity and brand passion. First, the analyses ignored one of the key dimensions in the research study of selfcongruity -"brand personality congruity" -as suggested by Pamuksuz et al (2021) and Shetty and Fitzsimmons (2021). Thus, future research should look at brand personality congruity as an indepen dent variable, with age and gender as moderating variables, to see how it affects service brand passion.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

Gilal¹,

Memon²,

Gilal³

et al. 2022

CEMJ

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Purpose: Using congruity theory, triangular theory of love, gender schema theory, and generational cohort theory, this study aimed to examine the relationships between congruity types and consumers’ service brand passion, along with the moderation effect of gender (i.e. male vs. female customers) and age (i.e. young vs. older customers) in these relationships. Design/methodology/approach: A total of N=252 valid responses were collected from the customers of service brands (e.g. bus riders), and the theoretical model was tested using exploratory factor analysis (EFA), structural equation modeling (SEM), and moderation analysis techniques. Findings: After assessing four types of congruity, we discovered that the influence of brand use image congruity had the greatest impact on service brand passion, followed by brand user image congruity, and actual self-congruity. Our moderation variable of gender revealed that the effect of actual self-congruity is more essential in building service brand passion among male than female customers, whereas the effect of ideal self-congruity is more important among female than male customers. Similarly, the effect of ideal self-congruity is more essential for boosting service brand passion among young than older customers, while brand use image congruity better promotes service brand passion among older but not young customers. Implications: This study offers strategies for boosting service brand passion among male (vs. female) and young (vs. older) customers in emerging markets. Originality: This is the first study to look into the effects of congruity types on service brand passion, and it has given marketers a framework for targeting customers based on their gender and age.

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Section: Limitations and Future Researchmentioning

confidence: 99%

Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

Gilal¹,

Memon²,

Gilal³

et al. 2022

CEMJ

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“…KNN for regression is a popular algorithm that allows the prediction of the numerical target based on a similarity measure, which is often any distance function [73]. This technique is used in hybrid techniques or to compare performance, especially in predicting the influence on social networks [73], differences in the evaluation of products [77], and brand personality [78], among others.…”

Section: ) K-nearest Neighbor (Knn)mentioning

confidence: 99%

“…Additionally, the analysis investigated how negative feelings influence the market for firms [105] and the use and adoption of digital technologies and platforms for teleworking in the post-pandemic era [107]. In other social networks, the social influence and facilitating conditions directly impact the users' sentiments toward intelligent personal assistants (IPAs) [179], and studies also investigated estimates of love and loyalty for brands in Facebook photos [180] or prominent figures [78]. Moreover, other studies examined brand images on social networks (brand selfies) and user responses [52], how the media evaluates public agencies, particularly in low-trust contexts [104], and how narratives affect the effectiveness of influencers in sponsorship and likes and comments [181].…”

Section: E Text Analysis -Content Analysismentioning

confidence: 99%

“…In the articles that we reviewed, the input data came from social networks [78], [142], such as Twitter [107], [166], Instagram [51], [183], Facebook [73], [180], online reviews [47], [157], [174], and videos or comments on YouTube [90], [176]. To analyze review opinions, the following sources are considered: film classification data [106], [127], hotel websites [42], [57], [64], [85], [103], and Yelp [82], [119], [184].…”

Section: Summary Of the Marketing Problems And The Techniques Used To...mentioning

confidence: 99%

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Machine Learning and Marketing: A Systematic Literature Review

2022

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Even though machine learning (ML) applications are not novel, they have gained popularity partly due to the advance in computing processing. This study explores the adoption of ML methods in marketing applications through a bibliographic review of the period 2008-2022. In this period, the adoption of ML in marketing has grown significantly. This growth has been quite heterogeneous, varying from the use of classical methods such as artificial neural networks to hybrid methods that combine different techniques to improve results. Generally, maturity in the use of ML in marketing and increasing specialization in the type of problems that are solved were observed. Strikingly, the types of ML methods used to solve marketing problems vary wildly, including deep learning, supervised learning, reinforcement learning, unsupervised learning, and hybrid methods. Finally, we found that the main marketing problems solved with machine learning were related to consumer behavior, recommender systems, forecasting, marketing segmentation, and text analysis-content analysis.

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“…Brand Personality is an effort for business actors or companies to add value to a brand from the outside in the eyes of consumers. This can be done through the experiences of other consumers, or it can be done by conducting marketing communications to introduce the product itself (Baştuğ et al, 2020;Koontz & Weihrich, 2015;Pamuksuz et al, 2021).…”

Section: B Brand Personalitymentioning

confidence: 99%

Sustainable SCM Approach as a Branding Strategy on the Hutan Bambu Tourism Object in Bekasi City

Andayani¹,

Fahriyah²,

Yoseph³

et al. 2022

ijjm

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This study was aimed at analyzing the implementation of the Sustainable Supply Chain Management (SSCM) approach as a branding strategy of tourism development of Hutan Bambu in Bekasi city. This study employed a descriptive research method using a qualitative approach. The data sources were primary and secondary data. The techniques of data collection were observation, interviews, and documentation. The interviews were conducted with six informants representing the manager, visitors, local communities, and food sellers in the Hutan Bambu area of Bekasi city. Furthermore, the data were analyzed by using the SSCM approach. The results of the study showed that the branding strategy for developing the Hutan Bambu tourism object can apply several ways. First, it considered SSCM concerns, especially sustainability, marketing-logistics empowerment, market-driven SCM, synchronous SCM, fast response logistics, and network-based resource management. Second, the tourism development was carried out by creating strong branding with the advantages of the Hutan Bambu tourism object, namely by marketing through social media to local and national communities. Third, the development can be done by holding attractive soft skills programs regularly by collaborating with training studios or certain institutions, so they can bring in visitors on a more regular and programmed basis. Fourth, this can also be done by modifying the management system, so the tourists can find alternative tourism objects in the city. Finally, the SSCM approach could be implemented in the development of the Hutan Bambu tourism object, Bekasi by strengthening branding and interesting soft-skills, as well as modifying the management system.

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A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning

Cited by 27 publications

References 39 publications

Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

Machine Learning and Marketing: A Systematic Literature Review

Sustainable SCM Approach as a Branding Strategy on the Hutan Bambu Tourism Object in Bekasi City

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