Various terms were grouped based on Aaker’s five brand personality dimensions framework that is used to describe the traits of a given brand into five dimensions: Content analysis was conducted to analyze the Twitter feeds of internationally recognized companies. Research (Cruz and Lee 2014) was conducted to recognize the challenges that many companies are facing in developing Twitter campaigns. Instead, it is the study of data that is already recorded in social media, text, or books or any other physical or virtual forms.Ĭontent analysis has been used increasingly by organizations to surpass surface-level analysis by using computers and machine learning for automatic labeling and coding of the text. Content analysis is different from the other research, as it does not collect data from people directly. In content analysis, qualitative data that is collected for research will be analyzed systematically to convert it into quantitative data.
The objective of content analysis is to present the qualitative content in the form of objective and quantitative information. The content can vary from a simple word, text, picture to social media data, books, journals, and websites. “Any technique for making inferences by objectively and systematically identifying specified characteristics of messages.”
Holsti (1969) has defined content analysis as, It is an approach used to quantify qualitative information by sorting data and comparing different pieces of information to summarize it into useful information. when done well, is considered as a relatively “exact” research method (based on hard facts, as opposed to Discourse Analysis).Content analysis is a qualitative research tool or technique that is used widely to analyze the content and its features.provides insight into complex models of human thought and language use.
is an unobtrusive means of analyzing interactions.can be used to interpret texts for purposes such as the development of expert systems (since knowledge and rules can both be coded in terms of explicit statements about the relationships among concepts).allows a closeness to text which can alternate between specific categories and relationships and also statistically analyzes the coded form of the text.can provides valuable historical/cultural insights over time through analysis of texts.can allow for both quantitative and qualitative operations.looks directly at communication via texts or transcripts, and hence gets at the central aspect of social interaction.
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