Avaliação de imagem, comunicação e reputação de marca por meio de mineração de opiniões em redes sociais

• Ano de defesa: 2017
• Autor(a) principal: Pacheco, Andrea Hecksher
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Rio de Janeiro; Brasil; Instituto Alberto Luiz Coimbra de Pós-Graduação e Pesquisa de Engenharia; Programa de Pós-Graduação em Engenharia Civil; UFRJ
• Palavras-chave em Português: Engenharia civil; Reputação de marca; Redes sociais; CNPQ::ENGENHARIAS::ENGENHARIA CIVIL
• Link de acesso: http://hdl.handle.net/11422/9877

This dissertation presents a methodology for the evaluation of image, communication and brand reputation through Opinion Mining in social networks. In order to do so, it investigates the most appropriate Text Mining techniques for evaluating consumer perception and demonstrates the advantages of using these techniques compared to traditional methods of market research. It also includes the elaboration of a metric and an index, the NBRI - Network Brand Reputation Index. This dissertation aims at contributing to the areas of brand management, marketing research, crisis prevention and strategic planning. The methodology is applicable to brand evaluation, in relation to consumer perception and satisfaction, as well as to competition analysis and analysis of the effectiveness of communication and of advertising campaigns.