Lei Song, assistant professor of marketing at Penn State Abington, has been recognized along with his colleagues for their social media research by receiving the prestigious 2020 Emerald Literati Award for Highly Commended Paper awarded by Emerald Publishing, writes Regina Broscius for Penn State News.

“Unlocking value through an extended social media analytics framework: Insights for new product adoption,” which helps businesses utilize social media to develop and promote new products, was published in Qualitative Market Research: An International Journal.

“The paper provides a framework for businesses to develop and promote new products by analyzing consumers’ postings on social media,” said Song.

The research presents a five-step process for businesses on how to draw consumer insights from social media postings: formulate, determine, capture, understand, and present.

Additionally, the paper creates guidelines for businesses on how to use social media analytics techniques, such as text mining and sentiment analysis, to better analyze the postings that are related to new products.

“The research helps businesses create effective and efficient social media strategies for developing and promoting new products,” said Song.

Read more about Lei Song at the Penn State News by clicking here.