Exploring owner-based brand personality on Facebook and LinkedIn with Natural-Language-Processing (NLP)

The current study on brand personality based on natural language focuses on large companies with a corpus of English terms. Other Natural-Language-Processing (NLP) techniques and psycholinguistic word properties are not considered. This study uncovers additional factors that explain owner-based brand personality of micro-companies by using Part-of-Speech (PoS) tagging and psycholinguistic corpora. The analysis of German-language posts of three micro-companies on LinkedIn and Facebook shows that the word type “verb” and language sentiment, emotional intensity, and concreteness are stronger explanatory factors compared to an owner-based brand personality corpus. Researchers and professionals should thus not limit their brand personality analysis to keyword semantics, but also consider word types and psycholinguistic word properties. Further research is needed to improve the explanatory power of the brand personality corpus.