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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Summary: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 rather than an analysis of subsets of information in text and other media. The use of MSLA is validated across the social media platforms of Facebook, Twitter and Instagram. The findings show that MSLA helps (i) reveal structures in what appear to be unstructured multimodal posts; (ii) identify all the sentiment items in a post; (iii) identify implicit meanings, such as irony, humour and sarcasm; and (iv) further identify emotions and judgements in multimodal communication. Importantly, this paper explains how decisions and opinions are made online and how marketing strategies can be tailored towards meanings derived from multimodal communication in social media.
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ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2022.2105933