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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands 22 quantity/strength. The simplest measurement of information would be in terms of its ―physical‖ characteristics, such as: bits, bytes, GigaBytes, TerraBytes, etc. At the same time, as mentioned above, information is also quantifiable in terms of its meaning: topics/themes, emotional load, valence, intensity, etc. Variables and Unit Definition In order to quantify online information, we need to define what the main variables are. Based on the above assumptions, there seem to be two types of variables: - “Physical/digital” variables, such as: amount/volume (bytes), format (file type), form (text, images, etc.), linkage to and from (cross-references), ease of access (how easy it is to find and access it), time and location parameters (when it was created and where it is physically located), popularity/frequency of access (how often it has been accessed/viewed/downloaded), visibility/salience, electronic parameters (such as: server speed), and, perhaps, more. - “Metaphysical/content” variables, such as: topic/theme (what it is about), valence (negative, neutral, positive), arousal/strength (how negative or positive), emotional (joyful, sad, angry, disgusting, scary, etc.), source/author/owner (who created it), moral (contained values and judgments), cognitive (what kind of knowledge), associative (what it is related to and/or relevant for), mood (sentimental, upbeat, dull, etc.), accuracy, etc. Unit Definition – What is one? What is regarded as a unit of online information will depend on the level at which information is being analyzed: it can be one bit, a byte, or a word, a paragraph, page of text, or one image, a video, etc. or a combination of these: a webpage, or a website, or everything under one domain, or everything that is linked by some association, be that physical or metaphysical – for example, relationship/association/linkage to a particular brand.

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
quantity/strength. The simplest measurement of information would be in terms of its ―physical‖ 
characteristics, such as: bits, bytes, GigaBytes, TerraBytes, etc. At the same time, as mentioned 
above, information is also quantifiable in terms of its meaning: topics/themes, emotional load, 
valence, intensity, etc. 
Variables and Unit Definition 
In order to quantify online information, we need to define what the main variables are. Based on 
the above assumptions, there seem to be two types of variables: 
“Physical/digital” variables, such as: amount/volume (bytes), format (file type), form 
(text, images, etc.), linkage to and from (cross-references), ease of access (how easy it is to find 
and access it), time and location parameters (when it was created and where it is physically 
located), popularity/frequency of access (how often it has been accessed/viewed/downloaded), 
visibility/salience, electronic parameters (such as: server speed), and, perhaps, more. 
“Metaphysical/content” variables, such as: topic/theme (what it is about), valence 
(negative, neutral, positive), arousal/strength (how negative or positive), emotional (joyful, sad, 
angry, disgusting, scary, etc.), source/author/owner (who created it), moral (contained values and 
judgments), cognitive (what kind of knowledge), associative (what it is related to and/or relevant 
for), mood (sentimental, upbeat, dull, etc.), accuracy, etc. 
Unit Definition – What is one? What is regarded as a unit of online information will depend on 
the level at which information is being analyzed: it can be one bit, a byte, or a word, a paragraph, 
page of text, or one image, a video, etc. or a combination of these: a webpage, or a website, or 
everything under one domain, or everything that is linked by some association, be that physical 
or metaphysical – for example, relationship/association/linkage to a particular brand. 

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