Measuring Online Corporate Reputation Using Topic And Sentiment Analysis

Corporate reputation is an important intangible asset for an enterprise.It is a key index for potential customers to choose suppliers.Companies benefit a lot from their good reputation: competitors cost more to market,customers prefer to trust them and choose their products,stakeholders are more willing to invest them.With the development of Web 2.0,social media services are becoming more and more popular,which has changed the way people interact with others on the Internet.More and more enterprises try to attract consumers to participate in online discussions through social websites.These contents from social media also have a subtle impact on the corporate reputation.Therefore,it is the most important for enterprises to measure their online corporate reputation in social media.This paper is mostly divided into three parts as below.First of all,this paper compares and synthesizes various definitions of corporate reputation,and analyzes the development of corporate reputation in social media with its characteristics.Based on the above,the concept of online corporate reputation and its three key attributes are clarified.Through analysis and collation of related research,it is found that there are some deficiencies in the research of corporate reputation measurement using social media content.In response to these issues,this paper proposes an improved method to measure corporate reputation.Secondly,this study proposes a method for measuring online corporate reputation using data from Sina Weibo.Based on the stakeholder perspective of corporate reputation,taking into account the characteristics of popular words and Chinese language,this method first uses a dictionary containing Chinese popular words to cluster related microblogs.And then,based on Chinese semantic analysis,a method for recognizing topic from short text are designed.Finally,this paper presents a method for calculating sentiment value of Weibo text based on extended sentiment dictionary.Using this algorithm,the online corporate reputation is obtained which includes several dimensions of reputation and overall level.Finally,an example analysis of five technology companies in China.Through the online reputation measurement method proposed in this paper,the online reputation scores of five companies are finally obtained,including the scores of six reputation dimensions and the overall reputation score.Then compare the example analysis results with the current authoritative corporate reputation ranking.It is found that the difference between the two is small,and the results of the online reputation measurement of the enterprise reflect the true situation of the reputation of the enterprise to a certain extent,which indicates that the online reputation measurement model proposed in this paper has certain reliability.