Brandmap: An Information Visualization Platform for Brand Association in Blogosphere

Abstract

Word-of-mouth in the Internet is rapidly increasing, but the dissemination of this information is sometime difficult to interpret. This paper presents a visualisation platform (BrandMap). It was used to structure data of brand association distribution in the blogosphere as a case study that analyses the word-of-mouth of two smartphone brands in Brazil. BrandMap is a prototype that was developed based on extensive research about word-of-mouth in the blogosphere and how to visualize brands monitoring. BrandMap uses a novel approach for information visualization of complex data. The result was the evaluation of BrandMap analyses that compared the user's perception about the advantages and disadvantages of two brands in social networks.