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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Journal ArticleDOI
The antecedents of customer satisfaction and dissatisfaction toward various types of hotels: A text mining approach
TL;DR: The authors analyzed online customer reviews of hotels and found that the determinants that create either customer satisfaction or dissatisfaction toward hotels are different and are specific to particular types of hotels, including full service hotels, limited-service hotels, suite hotels with food and beverage, and suite hotels without food and beverages.
Journal ArticleDOI
Sentence-Based Text Analysis for Customer Reviews
Joachim Büschken,Greg M. Allenby +1 more
TL;DR: A new model for text analysis is proposed that makes use of the sentence structure contained in the reviews and it is shown that it leads to improved inference and prediction of consumer ratings relative to existing models using data from www.expedia.com and www.we8there.com.
Journal ArticleDOI
Reviews Without a Purchase: Low Ratings, Loyal Customers, and Deception
Eric T. Anderson,Duncan Simester +1 more
TL;DR: The authors found that approximately 5% of product reviews on a large private label retailer's website are submitted by customers with no record of ever purchasing the product they are reviewing, and these reviews are significantly more negative than other reviews.
Journal ArticleDOI
Examining the Impact of Luxury Brand's Social Media Marketing on Customer Engagement: Using Big Data Analytics and Natural Language Processing
TL;DR: In this paper, the authors examined the influence of focusing on the entertainment, interaction, trendiness, and customization dimensions of a luxury brand's social media activities on customer engagement with brand-related social media content.
Journal ArticleDOI
Mining Brand Perceptions from Twitter Social Networks
Aron Culotta,Jennifer Cutler +1 more
TL;DR: This work investigates a novel, general, and fully automated method for inferring attribute-specific brand perception ratings by mining the brand’s social connections on Twitter, and finds a consistently strong correlation with directly-elicited survey data.
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.