Description
Study of the online content (eWOM, videos and images) generated by users about brands and institutions to progress in the understanding of consumers behaviour and thus develop innovations in the design of marketing strategies through the use of text mining techniques.
Keywords
UGC, user generated content, eWOM, content analysis, social media, text mining
Manager UV
- Sanz Blas, Silvia
- PDI-Catedratic/a d'Universitat
Frascati classification
