Arizona State University: Social media text mining can predict a company’s ‘brand personality’
Arizona State University: Social media text mining can predict a company’s ‘brand personality’. “‘Brand personality scales’ have been around for many years, using consumers’ feedback to attribute human characteristics to companies. These scales, which find that Cracker Barrel is ‘wholesome’ and Sephora is ‘contemporary,’ have proven to be reliable marketing tools. Now, a team including an Arizona State University professor and IBM researchers have harnessed machine learning to accurately predict brand personality ratings by analyzing hundreds of thousands of social media posts.”