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Brand Reputation Tracker

Brand Reputation Text Mining Marketing Analytics Social media
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This workflow is based on the Brand Reputation Tracker, a marketing reserach tool that was developed by Rust et al. (2021) and published in the Journal of Marketing. The process at the top uses the datasets provided by Rust et al. (2021), which can be useful to demonstrate its aplicability in a dataset including several brands The process at the bottom demonstrates and replicates the measurement of a single brand reputation driver (Brand Driver) using KNIME Analytics together with the Twitter API extension. It allows regular users to monitor brand reputation daily. The workflow dictionaries need to be adapted to measure other drivers of brand reputation.

External resources

  • Information about tracker
  • Tracker dataset 2018
  • Real-Time Brand Reputation Tracking Using Social Media (Rust et al., 2021)

Used extensions & nodes

Created with KNIME Analytics Platform version 4.6.3
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    KNIME Base nodes Trusted extension

    KNIME AG, Zurich, Switzerland

    Version 4.6.2

    KNIME profile image
    knime
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    KNIME JavaScript Views Trusted extension

    KNIME AG, Zurich, Switzerland

    Version 4.6.2

    KNIME profile image
    knime
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    KNIME Math Expression (JEP) Trusted extension

    KNIME AG, Zurich, Switzerland

    Version 4.6.0

    KNIME profile image
    knime
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    KNIME Textprocessing Trusted extension

    KNIME AG, Zurich, Switzerland

    Version 4.6.2

    KNIME profile image
    knime
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    KNIME Twitter Connectors Trusted extension

    KNIME AG, Zurich, Switzerland

    Version 4.6.0

    KNIME profile image
    knime
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