An Integrated Approach for Improving Brand Consistency of Web Content: Modeling, Analysis and Recommendation

by   Soumyadeep Roy, et al.

A consumer-dependent (business-to-consumer) organization tends to present itself as possessing a set of human qualities, which is termed as the brand personality of the company. The perception is impressed upon the consumer through the content, be it in the form of advertisement, blogs or magazines, produced by the organization. A consistent brand will generate trust and retain customers over time as they develop an affinity towards regularity and common patterns. However, maintaining a consistent messaging tone for a brand has become more challenging with the virtual explosion in the amount of content which needs to be authored and pushed to the Internet to maintain an edge in the era of digital marketing. To understand the depth of the problem, we collect around 300K web page content from around 650 companies. We develop trait-specific classification models by considering the linguistic features of the content. The classifier automatically identifies the web articles which are not consistent with the mission and vision of a company and further helps us to discover the conditions under which the consistency cannot be maintained. To address the brand inconsistency issue, we then develop a sentence ranking system that outputs the top three sentences that need to be changed for making a web article more consistent with the company's brand personality.


page 1

page 2

page 3

page 4


Top Benefits of Web Scraping for eCommerce Websites

You probably have been dipping your toes in #eCommerce, or you are ready...

Learning Consumer and Producer Embeddings for User-Generated Content Recommendation

User-Generated Content (UGC) is at the core of web applications where us...

Online Decision Process based on Machine Learning Techniques

This paper analyses role of internet in marketing and its influences on ...

WordPress on AWS: a Communication Framework

Every organization needs to communicate with its audience, and social me...

Contextual Sentence Classification: Detecting Sustainability Initiatives in Company Reports

We introduce the novel task of detecting sustainability initiatives in c...

Conceptual Organization is Revealed by Consumer Activity Patterns

Meaning may arise from an element's role or interactions within a larger...

Rebooting Internet Immunity

We do everything online. We shop, travel, invest, socialize, and even ho...

Please sign up or login with your details

Forgot password? Click here to reset