More than words can say: a multimodal approach to understanding meaning and sentiment in social media

The authors develop a multimodal social listening analysis (MSLA) approach as a framework for managers to understand how meaning is constructed in social media posts using both text and other media. The research adds to AI and text analysis approaches by considering the whole meaning of a post rathe...

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Bibliographic Details
Published in:	Journal of marketing management Vol. 38; no. 13-14; pp. 1461 - 1493
Main Authors:	Mehmet, Mehmet Ibrahim, D'Alessandro, Steven
Format:	Journal Article
Language:	English
Published:	Helensburg Routledge 02.09.2022 Taylor & Francis Ltd
Subjects:	Attitudes Communication Computer mediated communication consumer sentiment Decision making Emotions Humor inter-coder reliability Irony Listening comprehension Marketing Mass media Meaning Multimodal social listening Multimodality qualitative research Sarcasm Social meaning Social media social networking Subsets Text analysis
ISSN:	0267-257X, 1472-1376
Online Access:	Get full text
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