Identifying Customer Needs from User-Generated Content
نویسندگان
چکیده
منابع مشابه
Identifying Customer Needs from User-Generated Content
Identifying customer needs is important to marketing strategy, product development, and marketing research. User-generated content (UGC) provides an opportunity to better identify customer needs for managerial impact. However, established methods are neither efficient nor effective for large UGC corpora because much content is non-informative and repetitive. We propose a machine-learning approa...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2019
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.2018.1123