Informal evaluation of corporate image based on text mining

• Main Authors: Malyshenko Kostyantyn, Malyshenko Vadim, Anashkina Marina, Anashkin Dmitriy
• Format: Article
• Language: English
• Published: EDP Sciences 2020-01-01
• Series: SHS Web of Conferences
• Online Access: https://www.shs-conferences.org/articles/shsconf/pdf/2020/17/shsconf_cc2020_03009.pdf

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.