Mining Marketing Meaning from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation

Online chatter, or user-generated content, constitutes an excellent emerging source for marketers to mine meaning at a high temporal frequency. This article posits that this meaning consists of extracting the key latent dimensions of consumer satisfaction with quality and ascertaining the valence, labels, validity, importance, dynamics, and heterogeneity of those dimensions. The authors propose a unified framework for this purpose using...