Ontwikkeling van mental maps met internet

Mental mapping met internet u1236876

Associative network model Bartels, G., Nelissen, W., Ruelle, H. (1998). De transactionele overhead, Utrecht, Kluwer Bedrijfsinformatie, 109-110 Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57, 1-22 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Onderzoek naar mentale structuren ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Zaltman, G. (1997) Rethinking Market Research: Putting People Back In GL Christensen, JC Olson (2002) Mapping consumers' mental models with ZMET, Psychology and Marketing, Jun 2002. Vol. 19, Iss. 6; pg. 477

Internet en Associative networks ,[object Object],[object Object],[object Object],[object Object],Brin & Page (1998) The Anatomy of a Large-Scale Hypertextual Web Search Engine, Computer networks and ISDN systems, 1998 Heimeriks & Besselaar (2006) Analyzing hyperlinks networks: The meaning of hyperlink based indicators of knowledge production, International Journal of Scientometrics, Informetrics and Bibliometrics, Volume 10 Issue 1 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Internet en Associative networks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Heer, Boyd (2005) Vizster: Visualizing online social networks - computer.org Verbrugge (1977) The Structure of Adult Friendship Choices , Social Forces, Vol. 56, No. 2, Special Issue (Dec., 1977), pp. 576-597 Muniz, O’Guinn (2001) Brand community, Journal of Consumer Research vol. 27 March 2001, po 412 - 432

Internet en Associative networks Kan er geen mental map ontwikkeld worden op basis van de content van internet?

Voorbeeld: tagcloud ,[object Object],Sinclair & Hall (2008) The folksonomy tag cloud: when is it useful? Journal of Information Science 2008; 34; 15 originally published online May 31, 2007;

Voorbeeld: Google wonder Wheel

Methode: data verzameling Op basis van Maurice de Kunder (2007) Geschatte grootte van het geïndexeerde World Wide Web Bron Content Webpages (36 miljard, 2010) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Nieuwsbronnen ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methode: data verzameling “ Emotion and Reason Are Equally Important and Commingle in Decision Making “ (Zaltman, 1997) ,[object Object],[object Object],[object Object],[object Object],[object Object],Zaltman, G. (1997) Rethinking Market Research: Putting People Back In Kozinets (2002) The Field Behind the Screen, Using Netnography for Marketing Research in Online Communities, Journal pf Marketing Research, February 2002, pp 61-72

Methode: data verzameling Smith (15 September 2010) Twitter Seeing 90 Million Tweets Per Day, 25 Percent Contain Links,Forbes Magazine Blog Facebook Press Centre (2010) Statistieken Bron Facebook wall posts (500 miljoen gebruikers, 90 content pp per maand) ,[object Object],[object Object],[object Object],[object Object],[object Object],Twitter tweets (90 miljoen/dag) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Maar ook.. Blogs, fora, tags, FlickR comments, Youtube comments etc.

Methode: linguïstische analyse Kemmerer(2006) Action verbs, argument structure constructions, and the mirror neuron system, Action to language via the mirror neuron system, 2006 Croft, W. (1991), Syntactic categories and grammatical relations : The cognitive organization of information, Chicago: University of Chicago Press. Pinker, S. (1994). The language instinct: How the mind creates language. Cambridge, MA: MIT Press. “ Language is a tool humans use to try and convey their mental images to others “ Bron Coderen informatietype Zelfstandige naamwoorden (cognitive) Bijvoegelijke naamwoorden (affective) Werkwoorden (conative) Synoniemen Frisdrank: fris, gazeuse, priklimonade Woordcombinaties “ Coca Cola” Ontkenningen Coca cola is echt niet lekker Ontdubbelen Proximiteit in tekst .

Methode: links ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CD Manning, P Raghavan, H Schütze (2009) An introduction to information retrieval,Cambridge University Press met

Methode ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ZMET vs Internet based Zaltman, G. (1997) Rethinking Market Research: Putting People Back In GL Christensen, JC Olson (2002) Mapping consumers' mental models with ZMET, Psychology and Marketing, Jun 2002. Vol. 19, Iss. 6; pg. 477 Muniz, O’Guinn (2001) Brand community, Journal of Consumer Research vol. 27 March 2001, po 412 - 432 Internet ZMET ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Stelling “ Voor de ontwikkeling van een mental map t.b.v. brand management is internet based mapping efficiënter en beter bruikbaar dan ZMET “

Stelling Verbal language plays an important role in the representation, storage, and communication of thought (Bickerton 1990). only 7% of the meaning in any message is contained in verbal language, and approximately 93% is communicated nonverbaily .. Waarom succes van twitter, invloed van virals etc. ? .. Is het uitten van emoties over een merk niet veelal verbaal? .. Is niet vooral op het verbale gedeelte door merken in te reageren?

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