The Mediterranean diet storytelling an inquiry into an intangible marketing asset
04 Pubblicazione in atti di convegno
Sfodera Fabiola, Nosi Costanza, Mattiacci Alberto, Petruzzellis Luca
The paper investigates what is said about the Mediterranean diet (MD) by analyzing
online related information: Media contents and consumer conversations uploaded in
Italian and Spanish websites. The adopted research methodology is semantic clustering
enabled by text mining techniques. The results show that the MD embodies both
functional and symbolic attributes, as well as cultural and experiential traits.