Marketing Seminar（2016-23）

Title:A Big Data Method Using Social Network to Measure Brands Competition Relationships

Speaker:Han Zhang, Peking University

Time:13:30-15:00, Wednesday, December 28

Place:Room217, Guanghua Building 2

Abstract:

Competition relationships among brands are always a starting point for designing product， setting price and other important marketing tactics and strategies. Traditionally, consumers’ attitude survey is implemented to measure brand competition relationships, but this method is slow, costly and hard maintain subjects' cooperation when survey is tedious, which is always the case. This article provides a new method to measure competition relationships among brands using social network data. Compared to traditional survey based measurement, this measure is highly automatic, cheap and of the ability to provide real time competition information. Some preliminary validation from both Weibo social network data and Twitter social network data are provided to justify this method.

Introduction:

Han Zhang, PhD candidate at Marketing Department, Guanghua School of Management，Peking University. He is interested in using untraditional data, especially social network data and text data, to help marketing.

Your participation is warmly welcomed!