Chapter 8

Semantic networks

Abstract

Semantic networks help extract meanings that consumers give to a brand or company based on the text they use in social media posts. Instead of connecting people to people, semantic networks connect words to words, based on their co-occurrence. Words that co-occur with a brand name can indicate points of concern that may require public relations interventions. Semantic network can also help understand the discussions around controversial topics, as illustrated with an example of a Twitter network related to the HPV Gardasil vaccine, which some anti-vaxxers discourage using. Additionally, networks of controlled vocabularies (i.e., pre-determined keywords or tags) can produce particularly insightful networks, ...

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