The second step is to define the search criteria. Table 2 shows the
search criteria for the first part of this paper. The research applies
five options, including period, channels, sentiment, language and
excluded factors, for a business scenario. The period is the time frame
for capturing the mentions from social media. For the original brand
image, the research set four weeks as the period for analysis. For the
social media channels, all three scenarios take Facebook, Twitter, and
YouTube as the data sources. For the sentiment and analysis, the brand
image and competition use the positive, negative and neutral sentiment
to get the whole picture of a brand in social media, while the crisis
detection may look at the negative mentions which could be a
contributing factor, or at comparisons. Also, the criteria have an
excluded factors option, which can filter out unnecessary content. This
research mainly filters out the feeds or comments generated by the
companies themselves. For the analysis of the trends in 2020, country
level data was obtained through Google Trends
(https://trends.google.com/trends/?geo=NZ), which may have
limitations. The Google Trends data comes in a daily aggregated form.
Table 2: Search criteria