8.8 Brand Favorability

(K. Zhang and Moe 2021)

• Account for the measure biases shown by social media posters.

• Use probabilistic graphical model-based

• The measure is correlated with traditional survey-based measures

References

Zhang, Kunpeng, and Wendy Moe. 2021. “Measuring Brand Favorability Using Large-Scale Social Media Data.” Information Systems Research 32 (4): 1128–39. https://doi.org/10.1287/isre.2021.1030.