arXiv Open Access 2021

Studying the association of online brand importance with museum visitors: An application of the semantic brand score

A. Fronzetti Colladon F. Grippa R. Innarella

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Abstrak

This paper explores the association between brand importance and growth in museum visitors. We analyzed 10 years of online forum discussions and applied the Semantic Brand Score (SBS) to assess the brand importance of five European Museums. Our Naive Bayes and regression models indicate that variations in the combined dimensions of the SBS (prevalence, diversity and connectivity) are aligned with changes in museum visitors. Results suggest that, in order to attract more visitors, museum brand managers should focus on increasing the volume of online posting and the richness of information generated by users around the brand, rather than controlling for the posts' overall positivity or negativity.

Topik & Kata Kunci

cs.CL cs.SI econ.GN physics.soc-ph

Penulis (3)

A. Fronzetti Colladon

F. Grippa

R. Innarella

Format Sitasi

APA MLA BibTeX

Colladon, A.F., Grippa, F., Innarella, R. (2021). Studying the association of online brand importance with museum visitors: An application of the semantic brand score. https://arxiv.org/abs/2105.07749

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Informasi Jurnal

Tahun Terbit: 2021
Bahasa: en
Sumber Database: arXiv
Akses: Open Access ✓