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Reputational intelligence: innovating brand management through social media data

机译：信誉智慧：通过社交媒体数据创新品牌管理

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Purpose Companies are currently facing the challenge of understanding how their business is affected by the large volume of opinions continually generated by their stakeholders in social media regarding their intangible assets (experiences, emotions and attitudes). With this in mind, the purpose of this paper is to present an innovative management model, named E2AB, to measure and analyse reputational intangibles from digital ecosystems and their impacts on tangible assets. Design/methodology/approach The methodology applied was big data and business intelligence techniques. These methods were used in the computing process to obtain daily data from every asset guarantees that the model is validated with robust data. This model has been corroborated using data from the banking sector, specifically 402,383 net data inputs from the digital ecosystems. Findings This study illustrates the existence of a holistic influence of intangible assets over tangible assets. The findings demonstrate complex relationships between tangible and intangible assets, determined not only by the type of variable but also by its valence and intensity. Originality/value It is a pioneering work in establishing a model, which demonstrates transversal and holistic relationships between relational intangible and tangible assets of firms from digital ecosystems, using business intelligence techniques.
机译：目前目前正在面临挑战，了解他们的业务如何受到大量意见的影响，不断由他们的利益攸关方在社交媒体上产生关于其无形资产（经验，情绪和态度）的社交媒体。考虑到这篇文章，本文的目的是展示一个名为E2AB的创新管理模式，以衡量和分析来自数字生态系统的声誉无形资产及其对有形资产的影响。设计/方法/方法应用的方法是大数据和商业智能技术。这些方法用于计算过程中，从每个资产中获取日常数据，保证模型以强大的数据验证。该模型已经使用来自银行业的数据进行了证实，具体来自数字生态系统的402,383个净数据输入。研究结果本研究说明了无形资产对有形资产的整体影响。该研究结果表明了有形和无形资产之间的复杂关系，不仅通过变量的类型而不是其价和强度而确定。原创性/值是建立一个模型的开创性工作，它使用商业智能技术展示了来自数字生态系统的企业的关系无形和实际资产之间的横向和整体关系。

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