Matching Items (2)
Filtering by
- All Subjects: Marketing
Description
This thesis studies the area of sentiment analysis and its general uses, benefits, and limitations. Social networking, blogging, and online forums have turned the Web into a vast repository of comments on many topics. Sentiment analysis is the process of using software to analyze social media to gauge the attitudes or sentiments of the users/authors concerning a particular subject. Sentiment analysis works by processing (data mining) unstructured textual evidence using natural language processing and machine learning to determine a positive, negative, or neutral measurement. When utilized correctly, sentiment analysis has the potential to glean valuable insights into consumers' minds, which in turn leads to increased revenue and improved customer satisfaction for businesses. This paper looks at four industries in which sentiment analysis is being used or being considered: retail/services, politics, healthcare, and finances. The goal of the thesis will be to explore whether sentiment analysis has been used successfully for economic or social benefit and whether it is a practical solution for analyzing consumer opinion.
ContributorsSoumya, Saswati (Author) / Uday, Kulkarni (Thesis director) / Brooks, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / WPC Graduate Programs (Contributor) / Department of Information Systems (Contributor)
Created2014-05
Description
Entertainment Marketing to the Millennial Generation is an honors thesis project which combines research with a creative application. The thesis consists of four main segments: an overview of data surrounding Millennials, a discussion of three companies that successfully marketed to this generation, the creation and explanation of a proposed marketing modeling framework and an application of the previously found conclusions to a brief advertising strategy for Paramount Pictures. This thesis first looks at the Millennial Generation to answer the question "Who are the Millennials?" and to more clearly understand their role as media and entertainment consumers. Characteristics of technological dependence, fast-moving attention spans, desire for connection, and unique brand perceptions emerged as most significant. The case studies examine the marketing campaigns of Lionsgate Films' The Hunger Games, Nickelodeon's The 90s Are All That and MTV Iggy's Music Experiment. Strategic tactics used to target and foster a strong Millennial fan-base were identified. The previously discovered principles led to the development of a modeling framework to be used to build a Millennial-focused marketing campaign. The framework utilizes the five key elements of connectedness, hyper-advertising, technological leadership, brand currency and cultural edge. Finally, all findings were gathered and applied to Paramount Pictures. The knowledge gained from Millennial research, the case studies and the marketing framework shaped recommendations for a creative advertising brief for Paramount Pictures' Anchorman 2. The general principles of the thesis were also suggested for use in marketing in various industries.
ContributorsHoy, Grace Dorothy Curran (Author) / Ostrom, Amy (Thesis director) / Olsen, Douglas (Committee member) / Brooks, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2013-05