Autori: Risi, Elisabetta, Di Fraia, Guido
Titolo: Ascolto delle conversazioni online. Dall'analisi dei testi all'interpretazione dei significati
Periodico: Micro & macro marketing
Anno: 2020 - Volume: 87 - Fascicolo: 3 - Pagina iniziale: 559 - Pagina finale: 584

The research methods based on the analysis of users-generated contentsare an increasingly widespread practice in some companies. Thesecontents analysis is able to observe the «living voice» of customers/usersbecause they represent more spontaneous opinions and preferencesthan those found through traditional data collection settings. This paperdiscusses a qualitative-quantitative methodological approach for thestudy of users-generated contents. The proposed method combines theoutputs that emerge from automated social media monitoring platforms,based on the semantic analysis, with an ethnographic approach derivingfrom the analysis of online contexts in which users’ opinions are shared.The methodological model adopts an integrated and multi-methods approachand it is divided into three phases (con-textual analysis, textualanalysis, extra-textual analysis). The method was applied to a case studyof an Italian wine brand: the study aims to analyze the meanings associatedwith the brand, evaluating the alignment between the brand valuesand the brand image that it disseminates as perceived by users in theironline conversations.




SICI: 1121-4228(2020)87:3<559:ADCODD>2.0.ZU;2-Z
Testo completo: https://www.rivisteweb.it/download/article/10.1431/98622
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/98622

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