Abstract
Through Social Media, like social networking sites, wikis, web forums or blogs, people can debate and influence each other. Due to this reason, the analysis of online conversations has been recognized to be relevant to organizations. In the chapter we introduce two strategic tools to monitor and analyze online conversations, Sentiment Text Analysis (STA) and Network Text Analysis (NTA). Finally, we propose one empirical example in which these tools are integrated to analyze Word-of-Mouth regarding products and services in the Digital Marketplace.
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