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More than words can say: a multimodal approach to understanding meaning and sentiment in social media


Mehmet, MI and D'Alessandro, S, More than words can say: a multimodal approach to understanding meaning and sentiment in social media, Journal of Marketing Management ISSN 0267-257X (2022) [Refereed Article]

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Copyright 2022 Westburn Publishers Ltd.

DOI: doi:10.1080/0267257X.2022.2105933


The authors develop a multimodal social listening analysis (MSLA) approach as a framework for managers to understand how meaning is constructed in social media posts using both text and other media. The research adds to AI and text analysis approaches by considering the whole meaning of a post rather than an analysis of subsets of information in text and other media. The use of MSLA is validated across the social media platforms of Facebook, Twitter and Instagram. The findings show that MSLA helps (i) reveal structures in what appear to be unstructured multimodal posts; (ii) identify all the sentiment items in a post; (iii) identify implicit meanings, such as irony, humour and sarcasm; and (iv) further identify emotions and judgements in multimodal communication. Importantly, this paper explains how decisions and opinions are made online and how marketing strategies can be tailored towards meanings derived from multimodal communication in social media.

Item Details

Item Type:Refereed Article
Keywords:multimodal social listening, consumer sentiment, social media, social networking, inter-coder reliability, qualitative research
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:152803
Year Published:2022
Deposited By:Marketing
Deposited On:2022-08-24
Last Modified:2022-11-08
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