Utilising content marketing metrics and social networks for academic visibility

There are numerous assumptions on research evaluation in terms of quality and relevance of academic contributions. Researchers are becoming increasingly acquainted with bibliometric indicators, including; citation analysis, impact factor, h-index, webometrics and academic social networking sites. In this light, this chapter presents a review of these concepts as it considers relevant theoretical underpinnings that are related to the content marketing of scholars. Therefore, this contribution critically evaluates previous papers that revolve on the subject of academic reputation as it deliberates on the individual researchers’ personal branding. It also explains how metrics are currently being used to rank the academic standing of journals as well as higher educational institutions. In a nutshell, this chapter implies that the scholarly impact depends on a number of factors including accessibility of publications, peer review of academic work as well as social networking among scholars.peer-reviewe

PageRank: Standing on the shoulders of giants

PageRank is a Web page ranking technique that has been a fundamental ingredient in the development and success of the Google search engine. The method is still one of the many signals that Google uses to determine which pages are most important. The main idea behind PageRank is to determine the importance of a Web page in terms of the importance assigned to the pages hyperlinking to it. In fact, this thesis is not new, and has been previously successfully exploited in different contexts. We review the PageRank method and link it to some renowned previous techniques that we have found in the fields of Web information retrieval, bibliometrics, sociometry, and econometrics

Constructing bibliometric networks: A comparison between full and fractional counting

The analysis of bibliometric networks, such as co-authorship, bibliographic coupling, and co-citation networks, has received a considerable amount of attention. Much less attention has been paid to the construction of these networks. We point out that different approaches can be taken to construct a bibliometric network. Normally the full counting approach is used, but we propose an alternative fractional counting approach. The basic idea of the fractional counting approach is that each action, such as co-authoring or citing a publication, should have equal weight, regardless of for instance the number of authors, citations, or references of a publication. We present two empirical analyses in which the full and fractional counting approaches yield very different results. These analyses deal with co-authorship networks of universities and bibliographic coupling networks of journals. Based on theoretical considerations and on the empirical analyses, we conclude that for many purposes the fractional counting approach is preferable over the full counting one

Opinion mining and sentiment analysis in marketing communications: a science mapping analysis in Web of Science (1998–2018)

Opinion mining and sentiment analysis has become ubiquitous in our society, with applications in online searching, computer vision, image understanding, artificial intelligence and marketing communications (MarCom). Within this context, opinion mining and sentiment analysis in marketing communications (OMSAMC) has a strong role in the development of the field by allowing us to understand whether people are satisfied or dissatisfied with our service or product in order to subsequently analyze the strengths and weaknesses of those consumer experiences. To the best of our knowledge, there is no science mapping analysis covering the research about opinion mining and sentiment analysis in the MarCom ecosystem. In this study, we perform a science mapping analysis on the OMSAMC research, in order to provide an overview of the scientific work during the last two decades in this interdisciplinary area and to show trends that could be the basis for future developments in the field. This study was carried out using VOSviewer, CitNetExplorer and InCites based on results from Web of Science (WoS). The results of this analysis show the evolution of the field, by highlighting the most notable authors, institutions, keywords, publications, countries, categories and journals.The research was funded by Programa Operativo FEDER Andalucía 2014‐2020, grant number “La reputación de las organizaciones en una sociedad digital. Elaboración de una Plataforma Inteligente para la Localización, Identificación y Clasificación de Influenciadores en los Medios Sociales Digitales (UMA18‐ FEDERJA‐148)” and The APC was funded by the same research gran

Applying weighted PageRank to author citation networks

This paper aims to identify whether different weighted PageRank algorithms can be applied to author citation networks to measure the popularity and prestige of a scholar from a citation perspective. Information Retrieval (IR) was selected as a test field and data from 1956-2008 were collected from Web of Science (WOS). Weighted PageRank with citation and publication as weighted vectors were calculated on author citation networks. The results indicate that both popularity rank and prestige rank were highly correlated with the weighted PageRank. Principal Component Analysis (PCA) was conducted to detect relationships among these different measures. For capturing prize winners within the IR field, prestige rank outperformed all the other measures.Comment: 19 pages, 4 figures, 5 table