Un método para analizar la reputación online de la marca basado en el índice de verosimilitud

Abstract

The wide range of universities and business schools increases market competition in Higher Education in the European context, which does not go unnoticed for education centers, host cities and service companies, who see students as an attractive market segment as a source of economic development for the economy of their cities. Knowing the situation of the country brand can help make decisions about the plan of action of the different stakeholders.

In this work we present the case of the Netherlands as a destination for Spanish students. Analysis of online reputation by analyzing the contents of the different channels on the Internet (news, forums, blogs, social networks, etc.) has allowed knowing the main aspects, positive and negative, related to the brand image of these countries.