Abstract:
The research aims to understand the evolving relationships between running shoes big firms and blog users. Today blog readers and running lovers use to read very often blog reviews about sport gear and, more specifically, about running shoes. How much users, so runners, are influenced by big firms and how big firms are influenced by users, so runners? With this interesting question we try to understand first, how User Generated Content has evolved in these last years and second, how the running shoes market is going ahead digital marketing experience to approach to the users. Marketing and communication are evolving with the 4.0 society, so consequently we want to find new correlations between web, marketing and sportswear market. Blogs and Social Networks are an explanation and a consequence to this evolution, but how much do they effectively influence the users? To help us to answer this question we have found the useful artificial intelligence of Cogito. This engine is a cognitive technology that uses Cogito Knowledge Graph to read, comprehend and learn from texts. This cognitive technology was very useful to find a correlation between blog reviews and users behaviours online. Our analysis uses artificial intelligence to analyse and find essential correlations between blog users and big running shoes brands.
