Proceedings ArticleDOI
Impact of Event Reputation on the Sponsor's Sentiment
Kapil Kaushik,Shubhamoy Dey +1 more
- pp 18-21
TLDR
This study aims to examine the impact of event reputation on the sponsoring firm's sentiment on social media and tracked the sentiment of those sponsors to see the effect of sponsorship andevent reputation on sponsor's sentiment.Abstract:
Firms sponsor the events for improving their image and strengthening their presence in market. As a commercial activity, sponsorship is largely used by corporates to reach new markets, increase awareness, and improve their image. Due to extensive use of social media by users and firms, Social media provides good opportunity to measure the effectiveness of sponsorship activities of firms. Sponsor's valence can be taken as measure for assessing the effectiveness of the sponsorship on social media. In this study, we aim to examine the impact of event reputation on the sponsoring firm's sentiment on social media. For achieving this, we selected two events: one with good reputation and second with bad reputation. Using twitter platform, we tracked the sentiment of those sponsors to see the effect of sponsorship and event reputation on sponsor's sentiment.read more
Citations
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Journal Article
Proceedings of the 49th Annual Meeting of the Association for Computational Linguistics: Human Language Technologies
Journal ArticleDOI
Over a Decade of Social Opinion Mining: A Systematic Review
Keith Cortis,Brian Davis +1 more
TL;DR: Social media popularity and importance is on the increase due to people using it for various types of social interaction across multiple media formats, like text, image, video and audio.
Posted Content
Over a Decade of Social Opinion Mining.
Keith Cortis,Brian Davis +1 more
TL;DR: A thorough systematic review was carried out on Social Opinion Mining research, tasked with the identification of multiple opinion dimensions, such as subjectivity, sentiment polarity, emotion, affect, sarcasm and irony, from user-generated content represented across multiple social media platforms and in various media formats.
Journal ArticleDOI
Over a decade of social opinion mining: a systematic review
Keith Cortis,Brian Davis +1 more
TL;DR: Social media popularity and importance is on the increase due to people using it for various types of social interaction across multiple media formats, like text, image, video and audio as discussed by the authors.
Journal ArticleDOI
The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events
TL;DR: In this article , the authors examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brands image and purchase intentions of the corporate sponsor brand.
References
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Journal ArticleDOI
Determinants of Sports Sponsorship Response
Richard Speed,Peter Thompson +1 more
TL;DR: In this article, the effects of consumers' attitudes about a sports event, their perceptions of sponsor-event fit, and their attitudes about the sponsor on a multidimensional measure of sponsorship response are examined.
Journal ArticleDOI
Sponsorship-linked marketing: opening the black box
TL;DR: This paper proposed a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic, by considering possible underlying information-processing mechanics, individual-and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes.
Journal ArticleDOI
The Role of Sponsorship in the Marketing Communications Mix
TL;DR: In this article, the authors examine the development of commercial sponsorship as a legitimate marketing communications option available to management, focusing on the causes of sponsorship emergence, the current developments in this growing industry and the prospects therein.
Journal Article
Proceedings of the 49th Annual Meeting of the Association for Computational Linguistics: Human Language Technologies
Proceedings Article
Topical Keyphrase Extraction from Twitter
TL;DR: A context-sensitive topical PageRank method for keyword ranking and a probabilistic scoring function that considers both relevance and interestingness of keyphrases for keyphrase ranking are proposed.
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