It takes the average reader to read Using Twitter Data and Machine Learning to Identify the Attributes of Social Media Reputation by Xiaoqun Zhang
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This case study explains the research process of how the author furthers media reputation research using Twitter data. 50 of Fortune 500 companies are selected as the company sample, and the tweets about these companies are extracted via Twitter API and Postman platform. A state-of-the-art machine learning approach--Bidirectional Encoder Representations from Transformers (BERT) based model--is used to conduct topic analysis that creates the major attributes of media reputation from the tweets of the sample companies. The readers will learn the techniques to extract data from Twitter using API and Postman, as well as the techniques to apply BERT topic model to conduct aspect analysis. These techniques can not only be used in media reputation research, but also in other corporate communication areas such as brand images, customer reviews, and public relations.
Using Twitter Data and Machine Learning to Identify the Attributes of Social Media Reputation by Xiaoqun Zhang is 0 pages long, and a total of 0 words.
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