%0 Journal Article
%T MINING TEXTS TO UNDERSTAND CUSTOMERS' IMAGE OF BRANDS
%A Hyung Jun Ahn
%J International Journal of Electronic Commerce Studies
%D 2013
%I Academy of Taiwan Information Systems Research
%R http://dx.doi.org/10.7903/ijecs.1122
%X Text mining is becoming increasingly important in understanding customers and markets these days. This paper presents a method of mining texts about customer sentiments using a network analysis technique. A data set collected about two global mobile device manufactures were used for testing the method. The analysis results show that the method can be effectively used to extract key sentiments in the customers' texts.
%K Text Mining
%K Customer Sentiments
%K Semantic Network Analysis
%K Social Network Services
%U http://www.academic-journals.org/ojs2/index.php/ijecs/article/viewFile/1122/148