Measuring and managing consumer sentiment in an online community environment

Journal of Marketing Research

Volumn 52, Issue 5, 2015, Pages 629-641

  Homburg, Christian ^a   Ehm, Laura ^a   Artz, Martin ^b  

^a UNIVERSITY OF MANNHEIM   (Germany)

^b FRANKFURT SCHOOL OF FINANCE AND MANAGEMENT   (Germany)

Author keywords

Active firm engagement; Consumer sentiment; Marketing performance measurement; Sentiment analysis; Social media

Indexed keywords

EID: 84945120785     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1509/jmr.11.0448     Document Type: Conference Paper

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