Journal ArticleDOI
Automated Marketing Research Using Online Customer Reviews
Thomas Y. Lee,Eric T. Bradlow +1 more
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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
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Journal ArticleDOI
Perceptual mapping of hotel brands using online reviews: a text analytics approach
Matthew Krawczyk,Zheng Xiang +1 more
TL;DR: The findings indicate that consumers perceive brands to be positioned similar to the structure defined by the industry, and suggests that online consumer reviews can be used to represent the level of differentiation between hotel brands and thus, are a useful source for understanding the market structure of the hotel industry.
Journal ArticleDOI
How to mine brand Tweets: Procedural guidelines and pretest:
TL;DR: This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites, and presents the results of a pretest that examined the content of Tweets about IKEA.
Journal ArticleDOI
The Future of Digital Communication Research: Considering Dynamics and Multimodality
TL;DR: In this article , the authors outline four consumer-retailer domains relevant to digital communication, which in turn frame their discussion of the properties of communication dynamics (e.g., trends, variations) within messages, communicators, and their interaction, as well as communication multimodality.
Journal ArticleDOI
Feature–opinion pair identification of product reviews in Chinese: a domain ontology modeling method
TL;DR: Through identifying and analyzing FOPs, the unstructured product reviews are converted into structured and machine-sensible expression, which provides valuable information for business application.
Journal ArticleDOI
Speaking Up on Black Lives Matter: A Comparative Study of Consumer Reactions toward Brand and Influencer-Generated Corporate Social Responsibility Messages
TL;DR: The authors compared audience reactions to the Black Lives Matter (BLM) movement on social media and discussed the importance of message sources, and found that audience reactions were highly divergent across different message sources.
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.