Possibilities of Visualization of The Groundswell Sentiment

The groundswell is a phenomenon of the last decade. Since the emergence of social media, the power of consumers and potential customers has also been transformed thanks to digital development. It is important to monitor not only the activities in the offline environment, but also the activity of the...

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Bibliographic Details
Published in:Marketing Identity 2021, Vol.9 (1), p.397-406
Main Authors: Kubovics, Michal, Zaušková, Anna, Ščepková, Simona
Format: Article
Language:English
Subjects:
Business Economy / Management
ICT Information and Communications Technologies
Marketing / Advertising
Media studies
Online Access:Get full text
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Summary:The groundswell is a phenomenon of the last decade. Since the emergence of social media, the power of consumers and potential customers has also been transformed thanks to digital development. It is important to monitor not only the activities in the offline environment, but also the activity of the online environment. Because it is the groundswell that can affect a business entity to some extent. One of the elements that is quantitatively measurable within the groundswell is sentiment. Each post in the discussion may have some sentiment. If we correctly analyze the given discussion within the sentiment, we can conclude by explaining how the groundswell reacts and whether the groundswell has a positive or negative effect on the business entity. It is also important for simple perception and data reading to visualize sentiment. The aim of the paper is to clarify the possibilities of data visualization and to analyze practical examples of tools for sentiment analysis and visualization. Thanks to the clarification, a closer examination of the groundswell will be possible.
ISSN:1339-5726
1339-5726