Journal ArticleDOI
Automated Marketing Research Using Online Customer Reviews
Thomas Y. Lee,Eric T. Bradlow +1 more
TLDR
In this article, the authors present a method to support the analysis and visualization of market structure by automatically eliciting product attributes and brand's relative positions from online customer reviews, using the "voice of the consumer" as reflected in customer reviews.Abstract:
Market structure analysis is a basic pillar of marketing research. Classic challenges in marketing such as pricing, campaign management, brand positioning, and new product development are rooted in an analysis of product substitutes and complements inferred from market structure. In this article, the authors present a method to support the analysis and visualization of market structure by automatically eliciting product attributes and brand's relative positions from online customer reviews. First, the method uncovers attributes and attribute dimensions using the “voice of the consumer,” as reflected in customer reviews, rather than that of manufacturers. Second, the approach runs automatically. Third, the process supports rather than supplants managerial judgment by reinforcing or augmenting attributes and dimensions found through traditional surveys and focus groups. The authors test the approach on six years of customer reviews for digital cameras during a period of rapid market evolution. They...read more
Citations
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Journal ArticleDOI
Rebate strategy to stimulate online customer reviews
TL;DR: In this paper, an analytical framework was developed to study the online retailer's optimal rebate strategy and product pricing strategy in a two-period setting, where the review effort plays a critical role in deterring the retailer's rebate decision and pricing decisions.
Journal ArticleDOI
From words to pixels: text and image mining methods for service research
TL;DR: The purpose of this paper is to describe and position the state-of-the-art of text and image mining methods in business research by providing a detailed conceptual and technical review of both methods and to increase their utilization in service research.
Journal ArticleDOI
The future of digital communication research: Considering dynamics and multimodality
TL;DR: Emerging trends and recent advances in digital communication research are discussed and conceptual and methodological challenges for researchers working in contexts that feature dynamics and multimodality are outlined.
Book
Social Media Intelligence
Wendy W. Moe,David A. Schweidel +1 more
TL;DR: In this article, the authors present a book that can help anyone facing the challenge of making sense of social media data to move beyond the current practice of monitoring social media to a more comprehensive use of Social media intelligence.
Journal ArticleDOI
Comparisons of service quality perceptions between full service carriers and low cost carriers in airline travel
Juhwan Lim,Hyun Cheol Lee +1 more
TL;DR: This work applies latent Dirichlet allocation topic modeling to a vast number of passenger-authored online reviews for airline services to compare service quality between full service carriers (FSCs) and low cost carriers (LCCs).
References
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Proceedings ArticleDOI
Mining and summarizing customer reviews
Minqing Hu,Bing Liu +1 more
TL;DR: This research aims to mine and to summarize all the customer reviews of a product, and proposes several novel techniques to perform these tasks.
Proceedings ArticleDOI
Automatic acquisition of hyponyms from large text corpora
TL;DR: A set of lexico-syntactic patterns that are easily recognizable, that occur frequently and across text genre boundaries, and that indisputably indicate the lexical relation of interest are identified.
Journal ArticleDOI
Conjoint Analysis in Consumer Research: Issues and Outlook
Paul E. Green,V. Srinivasan +1 more
TL;DR: In this paper, the authors discuss various issues involved in implementing conjoint analysis and describe some new technical developments and application areas for the methodology, which has been applied to a wide variety of problems in consumer research.
Journal ArticleDOI
The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms
TL;DR: Online feedback mechanisms harness the bidirectional communication capabilities of the Internet to engineer large-scale, word-of-mouth networks as discussed by the authors, which has potentially important implications for a wide range of management activities such as brand building, customer acquisition and retention, product development and quality assurance.
Journal ArticleDOI
The Voice of the Customer
Abbie Griffin,Jay Hauser +1 more
TL;DR: A self-selection bias in satisfaction measures used commonly for QFD and for corporate incentive programs is demonstrated, demonstrating how a product-development team used the voice of the customer to create a successful new product.