Tell Me Who Your Friends Are, I Will Tell You Who You Are

Brands need to understand how consumers perceive them, but surveys and other methods for retrieving data are time consuming and expensive, so the participants in this study used social media to leverage the structure of relationships between brands and consumers.

Preface

All brands need to understand how consumers perceive them. Is my brand perceived as modern, innovative, environmentally friendly, etc.? This usually entails setting up regular brand image survey barometers and trackers. Even if online data collection has allowed marketers to significantly decrease the cost of such trackers, they are still costly enough that few brands can afford to run them regularly or in all countries where they operate. However, there is definitely a need for a cost efficient, scalable and reactive measurement: while perceptions remain pretty flat time wise, it would be of great interest to have a tool...

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