关键词：社交媒体；文本挖掘；SPSS Modeler
摘 要：The rise of social media has changed the way big brands do business. Prior to the widespread adoption of social channels, consumer behavior was based more on independent information gathering and preference formation. Customers are increasingly online, engaging in conversations, asking for advice, performing price and quality comparisons, and influencing others. These individual-level behaviors embedded in raw social media data represent consumer preference, purchase history, significant life events, mood, personality, and other attributes that can be derived through text mining and stored in a social media datamart.