A basic task in opinion mining deals with determining the overall polarity orientation of a document about some topic. This has several applications such as detecting consumer opinions in on-line product reviews or increasing the effectiveness of social media marketing campaigns. However, the informal features of Web 2.0 texts can affect the performance of automated opinion mining tools. These ...

Purpose – The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intentionto-purchase and purchase perceptions. Design/methodology/approach – Quantitative research was conducted by ...

Social media has become a major channel for firms’ marketing communications. Yet studies on the impact of social media marketing (SMM) have been limited to a few large firms. Motivated by the lack of understanding of the effectiveness of SMM for small and medium-sized enterprises (SMEs), this study investigates the impact of online SMEs’ SMM messages on their sales performance through customer ...

Business dynamics are also found in the digital economy, forcing development of new business models to achieve strategic marketing excellence. It was verified that half world's population is present social media platforms. Social can help organizations gain insights into markets and improve intelligence. a flexible medium companies use strategies build engagement develop communication plan moni...

Aim: To investigate the impact of social media on consumer information processing and decision making processes related to purchasing via platforms. examine how consumers differ in they perceive credibility mass marketing. Methods: The study included a total 161 adults (64 male 97 female) whose participation was voluntary anonymous. We used questionnaire with 25 Likert scale questions Croatian ...

The advent of Social Media has changed the way FMCG companies conduct their business. With nearly 45 million users in India and growing rapidly, social media’s popularity is making organizations to participate in social media to communicate with their customers and also encourage sales. By some estimates, social networking now accounts for 40 percent of all time spent online in India. Nearly on...