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Bill Rand Study Shows How Companies Can Track Brand Reputation Through Social Media and AI
A new study co-authored by Bill Rand, associate professor of marketing, in the Journal of Marketing shows how artificial intelligence (AI) analytics of social media can track brand reputation in real-time.
“The fact that brand reputation is not constant makes it essential for companies to monitor their brands continuously, to determine whether a brand’s reputation is changing, and to evaluate which aspects of the brand are causing these changes,” said Rand and fellow authors.
Read more on American Marketing Association.