This paper discusses the use of social media mining (and more specifically, Twitter opinion mining) in marketing courses in order to help students understand current marketing events or phenomena. Social media mining refers to “the use of basic concepts and principal algorithms suitable for investigating massive social media data; it discusses theories and methodologies from different disciplines and encompasses the tools to formally represent, measure, model, and mine meaningful patterns from large-scale social media data” (Zafarani et al. 2014, p. 16). Social media sites such as Facebook, Twitter and Instagram provide opportunities to explore consumer preferences, opinions and behaviors through the examination of user-generated content (UGC). In a business world dominated by the Internet and social media, it becomes relevant to marketing educators to prepare students in the exploration, analysis and understanding of consumer insights through social media mining, and how to translate such insights into actionable intelligence that increases the effectiveness of a firm’s marketing efforts.
Luna-Nevarez, C. (2016). Exploring the use of Twitter opinion mining (TOM) in marketing courses. Marketing Management Association Fall 2016 Educators' Conference Proceedings, 110-111.