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Generating business intelligence through automated textual analysis: measuring corporate image with online information

Ziqing Peng (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)
Yan Wan (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)

Chinese Management Studies

ISSN: 1750-614X

Article publication date: 19 May 2022

Issue publication date: 19 April 2023

475

Abstract

Purpose

In this age of extremely well-developed social media, it is necessary to detect any change in the corporate image of an enterprise immediately so as to take quick action to avoid the wide spread of a negative image. However, existing survey-based corporate image evaluation methods are costly, slow and static, and the results may quickly become outdated. User comments, news reports and we-media articles on the internet offer varied channels for enterprises to obtain public evaluations and feedback. The purpose of this study is to effectively use online information to timely and accurately measure enterprises’ corporate images.

Design/methodology/approach

A new corporate image evaluation method was built by first using a literature review to establish a corporate image evaluation index system. Next, an automatic text analysis of online public information was performed through a topic classification and sentiment analysis algorithm based on the dictionary. The accuracy of the topic classification and sentiment analysis algorithm is then calculated. Finally, three internet enterprises were chosen as cases, and their corporate image was evaluated.

Findings

The results show that the author’s corporate image evaluation method is effective.

Originality/value

First, in this study, a new corporate image evaluation index system is constructed. Second, a new corporate image evaluation method based on text mining is proposed that can support data-driven decision-making for managers with real-time corporate image evaluation results. Finally, this study improves the understanding of corporate image by generating business intelligence through online information. The findings provide researchers with specific and detailed suggestions that focus on the corporate image management of emerging internet enterprises.

Keywords

Acknowledgements

Funding: This work was supported by the BUPT Excellent PhD Students Foundation (CX2021106); and the National Natural Science Foundation of China (Nos. 71874018, 71942003).

Declaration of conflicting interests: The author(s) declared no potential conflicts of interest with respect to the research, authorship and/or publication of this article.

Citation

Peng, Z. and Wan, Y. (2023), "Generating business intelligence through automated textual analysis: measuring corporate image with online information", Chinese Management Studies, Vol. 17 No. 3, pp. 545-572. https://doi.org/10.1108/CMS-07-2021-0318

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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