In this paper the major connection between the market of finance and the big data information technology is discussed. Big data information technology is one of the most popular and widely accepted form of technology. There are billions of various events taking place every day on this particular platform. We aim to enhance the current understanding of the possibilities offered by social data for brand communication analysis in the financial sector. To this end, a traditional methodology and a digital methodology are used to investigate the brand image of the financial entities.
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Pranoti Puri (2024) studied this question.
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