Abstract:

Brand knowledge is determined by the customer knowledge. The opportunity to develop brands based on the customer knowledge management has never been greater. Social media as a set of leading communication platforms enable peer to peer interplays between customers and brands. Social interactions among users and brands and allows them to co-create tacit knowledge. A huge stream of interactions is a great source of knowledge when thoroughly analysing leads to the competitive advantage. The fashion industry is a one of the most successful in the social media environment. Semantic analysis is one of the prominent fields of data mining that deals with the key contexts, topics and the sentiment identification. The key point of success in this area is to create a proper searching algorithm. The purpose of this study is to develop and test the methodology of the identification of key points of customer’s interactions with fashion brands using the set of Text Mining Algorithms.