How to mine brand Tweets: Procedural guidelines and pretest
Shintaro Okazaki, Ana M. Díaz-Martín, Mercedes Rozano and Héctor D. Menéndez-Benito
Universidad Autónoma de Madrid
Introduction
Social networking sites (SNSs) have quickly become a rich source of opinions and recommendations on products and brands. According to a survey conducted by comScore, social networking is the most popular online activity worldwide, accounting for 19% of time spent online compared with only 6% in 2011 (comScore Data Mine 2012). An astronomical number of postings, chats and short emails are exchanged daily. While most of these comments are...