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
Citations
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Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising
Shijie Lu,Sha Yang +1 more
TL;DR: A structural model is developed that applies to a panel data set of 1,252 laptop-related keywords mainly used by 28 manufacturers, retailers, and comparison websites that advertise on Google to examine the spillover effects in advertisers' keyword market entry decisions.
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It’s Raining Complaints! How Weather Factors Drive Consumer Comments and Word-of-Mouth:
TL;DR: In this paper, the authors focus on the drivers of customer behavior that originate from less direct factors, such as weather, which is known to significantly alter consumers' moods and consequen...
Journal ArticleDOI
Identifying Market Structure: A Deep Network Representation Learning of Social Engagement:
TL;DR: A deep network representation learning framework to capture latent relationships among thousands of brands and across many categories, using millions of social media users' brand engagement data is proposed.
Journal ArticleDOI
How language abstractness affects service referral persuasiveness
TL;DR: The authors investigated how consumers' linguistic framing of service recommendations influenced recipients' attitudes and behavioral intentions, and found that abstract language is more effective than concrete language for recipients with high prior knowledge.
Journal ArticleDOI
Charting the Path to Purchase Using Topic Models
Hongshuang Li,Liye Ma +1 more
TL;DR: An integrated model is developed to connect the latent topics embedded in consumers’ search phrases to their website visits and purchase decisions and achieves much better predictive accuracy, which could in turn substantially increase the firm’s revenue.
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.