From a previous project (Trademetrics) based on the cybermetric analysis of web links of brands, products, and people of Spanish companies to calibrate their degree of internationalization, it is seen the need to expand the analysis model built by introducing metrics related to mentions textual or keywords, without necessarily being associated with the existence of URLs, as well as the use of composite indicators that synthesize the measures provided by the model. This will allow a much more exhaustive and granular analysis to be achieved, adding important advantages when it comes to measuring the international online visibility of companies, as well as studying alternative evidence of international visibility (especially by allowing the online supply and demand for content to be compared). Therefore, the main objective of this work is to develop a model that allows to verify the concordance between supply and demand in an industrial sector (wine) that facilitates the commercialization of its products in a foreign market (USA). In short, the main contributions and methodological novelties of this project are specified in the design of a combined analysis model of links and keywords, and in the development of a tool that allows exploiting big data to prepare marketable reports on demand.
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Keywords
3.400
Wineries analyzed