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Modeling Brand Personality with Business Value of Social Media Analytics: Predicting Brand Personality with User-generated Content and Firm-generated Content

Yuheng Hu, David Gal, Yili Hong 0002. Modeling Brand Personality with Business Value of Social Media Analytics: Predicting Brand Personality with User-generated Content and Firm-generated Content. In Jan Pries-Heje, Sudha Ram, Michael Rosemann, editors, Proceedings of the International Conference on Information Systems - Bridging the Internet of People, Data, and Things, ICIS 2018, San Francisco, CA, USA, December 13-16, 2018. Association for Information Systems, 2018. [doi]

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