| Issue |
SHS Web of Conf.
Volume 89, 2020
Conf-Corp 2020 – International Scientific-Practical Conference “Transformation of Corporate Governance Models under the New Economic Reality”
|
|
|---|---|---|
| Article Number | 03009 | |
| Number of page(s) | 7 | |
| Section | The Impact of New Technologies (Big Data, Artificial Intelligence, Neural Networks) on the Development and Efficiency of Corporate Governance Systems | |
| DOI | https://doi.org/10.1051/shsconf/20208903009 | |
| Published online | 23 December 2020 | |
Informal evaluation of corporate image based on text mining
1 V.I. Vernadsky Crimean Federal University, Republic of Crimea, 295007 Simferopol, Russia
2 Sevastopol State University, 299053 Sevastopol, Russia
* Corresponding author: docofecon@mail.ru
This article explores the possibilities of using text-mining technologies in order to determine the image of corporations based on data obtained from Twitter social network. The problem of low efficiency of traditional methods of consumer opinion research and the need to develop methods based on unsolicited data has been actualized. Consumer opinion is an indicator of the level of corporate image. Analysis of opinions allows you to develop an effective policy to improve it. The authors have developed a methodology for assessing the corporate image. The article analyzes the work of leading researchers. The features of the use of technologies when working with texts published in Russian have been analyzed. An index of customer (consumer) satisfaction has been developed, which is proposed as a basis for determining the level of corporate image. The obtained results of the study allow to make further adjustments to the corporation’s policy in order to improve its image.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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