Semantic network analysis (SNA) is a theoretical framework and a research method. It is used when we want to visually present a set of concepts that are semantically related to one another. It offers quantitative and qualitative analysis and interpretation of large-network semantic structures. Semantic networks are cognitively based, and they usually refer to the pairwise relations/connections between given words. As such, they represent semantic relations among concepts and can be understood as one of the forms of knowledge representation. They allow us to use a “natural language,” where we can focus on the relations between the words used and the shared meaning among participants.

In the context of corporate reputation, SNA can be applied in different ways and for different purposes, but it is particularly ...