Rust et al. (2021): Real-Time Brand Reputation Tracking Using Social Media
13 important questions on Rust et al. (2021): Real-Time Brand Reputation Tracking Using Social Media
In which part of the roadmap fits this article?
- So, the financial market performance part
What is the main question in the paper by Rust et al. (2021) and what is the answer?
Brand reputation measures must:
- Capture the voice of the stakeholders
- Reflect important brand events in real time
- Connect to a brand’s financial value to the firm.
What develops the paper by Rust et al. (2021)?
- Higher grades + faster learning
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- 100% sure, 100% understanding
Explain the conceptual model provided in the Rust et al. (2021) paper.
- Corporate Reputation
- Customer Equity
- Brand Equity
How can brand reputation be defined and what are the four characteristics?
- It is about all stakeholders, not just the current or potential customers
- It has thinking, feeling, and talking components
- It can reflect actual brand events
- It connects to firm financial performance
How can corporate reputation be defined?
Of which components exists brand equity?
- Brand loyalty
- Brand awareness
- Perceived quality
- Brand associations, the value of constituting various assets and liabilities associated with a brand
In what respect are brand reputation and customer equity similar?
What is the process belonging to the Social Media Tracking Method?
- Theory-driven text mining
- Managerially actionable subdrivers
- Customized dictionaries
- Real-time brand reputation tracking
- Leverageable driver synergies
- Financially accountable brand reputation
For which three reasons is Twitter chosen in the paper of Rust et al. (2021)?
- Most Twitter accounts are public, so this has a larger impact on public perception of the brand
- Most brands maintain an active presence on Twitter, so conversations are updated and are accessible
- Twitter provides a tool wich can identify conversations about the brands, this ensures precision
What is shown and calcutated by monitoring brand sentiment research?
- The higher the ratio, the more positive sentiment of the reputation, drivers, and subdrivers
What are the three implications for managers?
- Managing the brand-value reciprocity (wederkerigheid)
- Managing the brand-relationship-value virtuous circle
- Managing brands based on drivers' temporal impact on financial returns
What are the limitatons of the research by Rust et al. (2021)?
- Tracker is based on Twitter tweets, but other platforms might come up
- Historical data are more difficult to collect
- There is still the need to update the usernames manually
- There can be more potentially actionable subdrivers (now 11 are used)
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