Title: Brand personality management of Indian business schools on Twitter: a machine learning approach

Authors: V. Anand; Daruri Venkata Srinivas Kumar

Addresses: School of Management Studies, University of Hyderabad, Hyderabad – 500046, India ' School of Management Studies, University of Hyderabad, Hyderabad – 500046, India

Abstract: Business schools in India use Twitter as one of the marketing communication channels for establishing distinctive brand images among the social media users. Quantifying the internet brand personality dimensions is essential to manage a business school brand image. The nature and volume of social media data necessitate the usage of data mining and machine learning models for data analysis. We computed the brand personality dimension scores of ten leading business schools in India by applying the machine learning-based model developed by Pamuksuz, Yun and Humphreys on 31,757 tweets. We also examined the congruence between the communicated and perceived brand personalities. Our results suggest that some of the older public schools are unable to properly align their communicated brand personalities with perceived brand personalities. Also, private schools need to improve on the sincerity dimension of brand personality. The results might spur some researchers to use the model with different data sources and scales. A counterintuitive subset of our results might make the Indian business schools re-think their branding strategies on social media networks. We provided directions for further research towards effectively managing the online brand personalities.

Keywords: business school; internet brand personality; social media; Twitter; machine learning.

DOI: 10.1504/IJIMA.2024.139296

International Journal of Internet Marketing and Advertising, 2024 Vol.20 No.3/4, pp.311 - 338

Received: 04 Mar 2022
Accepted: 24 Jun 2022
Published online: 01 Jul 2024 *

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