会计与营销

Introducing the Semantic Organization Model for the Assessment of Social Media: Accuracy and Relevance of On-line Reviews

Abstract

James Hunt, Wooyang Kim and Richard A Lancioni

The Semantic Organization Model (SOM) relates on-line communication efforts to realized brand position, focusing on consumers’ social media actions as evidenced by their real time on-line behavior. As such, the model employs an actionable framework from which marketers can diagnose positioning problems and take profitable actions. As well, the model guides strategic managerial planning effort on the basis of on-line social activity. In this article, we present a model that purports to explain how consumers’ existing semantic structure guides their interpretation of on-line reviews, posts, and other comments. In addition, we discuss how consumer connection to such communications can be represented in the form of what we refer to as endurance scores.