Upotreba analize sentimenta u kontekstu percepcije brenda biblioteke
Usage of sentiment analysis in the context of library brand perception

Summary/Abstract: Technological advancements and changes that society has consequently experienced, has revolutionary impact on libraries. Nevertheless, perception of libraries remains strongly rooted in the past regardless of the strong social, cognitive and emotional individual development in the environment that is determined by development of technology. Despite the notion of dynamic connection between modern information and technology consumers and assumptions about their exceptional skills, primarily in use, then automatically, in the process of finding information sources, their perception of libraries as “warehouses of books” remains traditional, without reflecting significant changes in the experience of using updated library services. In spite of the successful adaptation of libraries to the growing challenges of a complex information environment, the literature underlines the lack of consensus on the message that libraries are sending to society as a whole and which combines the complexity and value of its role within the community. Branding is one of the marketing concepts that determine the success of library marketing. Brand image, as an indicator of user perception of the library and brand identity as the way the library wants to be perceived, are key components within the branding process. Following the availability of user-generated content that expresses emotions and recent advances in automatic categorization of user-generated content on the web, as well as the availability of free sentiment analysis tools, the purpose of this paper is to experimentally examine the usage of sentiment analysis in the context of understanding library brand. Sentiment analysis deals with automatic extraction of positive or negative opinions from the text (Pang and Lee, 2008) and becomes a popular field of application of natural language processing with the aim of insight into consumer attitudes and opinions. The purpose of this paper is to examine how sentiment analysis can be used to gather information on how libraries are perceived in contemporary culture. It is intended to determine whether selected sentiment analysis tools can be used as an instrument for understanding library brand. Therefore, selected tools will be evaluated in relation to examples of libraries with evident branding efforts, but will also include words/ phrases to identify associations that appear in relation to the global library brand. The research will demonstrate that libraries are facing inherited bran perception, lack of a coherent vision identity, and the inability to define and communicate the new brand identity for digital libraries.

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