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Clustering of influential wine bloggers using automated content analysis techniques
Beedie School of Business, Simon Fraser University, Vancouver, Canada.
Faculty of Business and Economics, Monash University, Melbourne, Australia.
University of Verona, Verona, Italy.
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.ORCID-id: 0000-0002-6481-9846
2019 (engelsk)Inngår i: Journal of Wine Research, ISSN 0957-1264, E-ISSN 1469-9672, Vol. 30, nr 2, s. 157-165Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

This paper considers a sample of successful wine bloggers, and clusters them into four distinct segments that could be targeted by wine marketers in different ways. Using text that they wrote in response to being named to a survey of 100 top wine blogs, we employ an advanced textual analysis tool (LIWC) to categorize the writings according to the following characteristics: analytical thinking, clout, authenticity, and emotional tone. This data is then used in a clustering procedure that distinguishes four distinct groups of bloggers: the Analysts, the Agnostics, the Authentic Pessimists, and the Confident Optimists.

sted, utgiver, år, opplag, sider
Taylor & Francis, 2019. Vol. 30, nr 2, s. 157-165
Emneord [en]
Marketing, bloggers, content analysis, clustering
HSV kategori
Forskningsprogram
Industriell marknadsföring
Identifikatorer
URN: urn:nbn:se:ltu:diva-74383DOI: 10.1080/09571264.2019.1580188Scopus ID: 2-s2.0-85067081359OAI: oai:DiVA.org:ltu-74383DiVA, id: diva2:1323102
Merknad

Validerad;2019;Nivå 1;2019-06-11 (johcin)

Tilgjengelig fra: 2019-06-11 Laget: 2019-06-11 Sist oppdatert: 2022-10-14bibliografisk kontrollert

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Totalt: 117 treff
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