Brand reputation enhancement through data mining in social media

Abstract

The rise of social media has provided a large range of data such as user behavior data, social relationship data and so on, which can be used for business analysis, and the use of analysis tools can obtain complex, extensive and continuously followed social media data to help enhance the reputation of brand. In this paper, the definition and potential relationship between data analysis, social media and brand reputation and how the analysis results can help enhance business reputation will be introduced. This paper uses the research methodology of review, collecting and analyzing a large amount of literature, and draws a series of effective conclusions, and concludes that data mining of social media can effectively help business analysis to expand brand reputation, indicating that data mining analysis brings a significant improvement in effectiveness of marketing activities[1].