# Studying the association of online brand importance with museum visitors: An application of the semantic brand score

arXiv: https://arxiv.org/abs/2105.07749 · HTML: https://mlsanity.com/paper/2105.07749/

## Key facts

- Cited by 2 papers in the map (data through 14 Oct 2026).
- Builds on 1 of its 87 references that are in the map.
- First posted on arXiv 17 May 2021.

## Builds on (most cited first, 1 of 1)

- [Forecasting election results by studying brand importance in online news](https://mlsanity.com/paper/2105.05762/) (2021)

## Built on by (most cited first, 2 of 2)

- [As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity](https://mlsanity.com/paper/2110.13815/) (2021)
- [A new system for evaluating brand importance: A use case from the fashion industry](https://mlsanity.com/paper/2106.14657/) (2021)

## Abstract (arXiv)

This paper explores the association between brand importance and growth in museum visitors. We analyzed 10 years of online forum discussions and applied the Semantic Brand Score (SBS) to assess the brand importance of five European Museums. Our Naive Bayes and regression models indicate that variations in the combined dimensions of the SBS (prevalence, diversity and connectivity) are aligned with changes in museum visitors. Results suggest that, in order to attract more visitors, museum brand managers should focus on increasing the volume of online posting and the richness of information generated by users around the brand, rather than controlling for the posts' overall positivity or negativity.