An integration of image processing solutions for social media listening

• Main Authors: Ramos, Christine Diane L., Lim, Ivana Koon Yee U., Inoue, Yuta C., Santiago, John Andrew, Tan, Nigel Marcus
• Format: text
• Published: Animo Repository 2020
• Subjects: Image processing; Social media; Internet marketing; Online social networks in business; Computer Sciences; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/3397; https://animorepository.dlsu.edu.ph/context/faculty_research/article/4399/type/native/viewcontent/978_981_15_0058_9_54.html
• Institution: De La Salle University

Social media has become the core platform in the modern digital marketing of today, thus it is crucial for business organizations to strategically utilize such channels for decision-making and customer relationship management. Given that there is a disparity of contextualizing marketing insights obtained from social media listening using text data solely, this study explores the use of images in order to capture the image context to gain a better understanding of marketing insights. By integrating different existing image processing tools and services (Google Cloud Vision and Microsoft Cognitive Services) and aggregating the image analysis data, relevant contextual insights can be captured through data visualization reports of the system. Social media listening proponents such as marketing researchers, brand advocates, product managers, and other individuals involved in the marketing business functions may find this study to be significant as the current social media listening tools are mostly text-based and im-age analysis is still a relatively young field in social media analytics. © 2020, Springer Nature Singapore Pte Ltd.