MaR Seminar/Webinar – Philipp Jaufenthaler

may, 2025

13may18:3020:00MaR Seminar/Webinar - Philipp Jaufenthaler

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Event Details

CEF.UP – MaR Seminar/Webinar

Tuesday – May 13th, 2025 | 18:30h – 20:00h | Room 631 | Online

 

“Semantic network analysis in consumer and marketing research: application areas in phygital contexts

Philipp Jaufenthaler – Faculty of Business and Management, Leopold-Franzens Universität Innsbruck (Austria)

 

Large-scale text-based data presents significant methodological challenges due to its complexity and volume, necessitating advanced approaches for analysis and interpretation. In this seminar, we will talk about semantic network analysis (SemNA) as an innovative solution and discuss its potential for consumer and marketing research. By integrating quantitative measures, such as co-occurrence patterns of semantic units, with qualitative interpretation of semantic networks, SemNA offers a promising quant-qual framework. This approach not only structures and visualizes data but also enables interpretive exploration and theorization, bridging methodological gaps and uncovering actionable insights. Please bring your laptop.

Time

(Tuesday) 18:30 - 20:00

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