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
A new bayesian spatial model for brand positioning
TL;DR: A new Bayesian hierarchical spatial model with accompanying MCMC algorithm for estimation that explicitly places constraints on a set of scale parameters in such a way as to model a consumer to use or not use each latent dimension in forming their preferences, while at the same time permitting consumers to differentially weigh each utilized latent dimension.
Journal ArticleDOI
Combining online market research methods for investigating brand alignment: the case of Nespresso
TL;DR: In this paper, the authors proposed a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry, where consumer brand associations from user-generated content (UGC) and company brand association from firm generated content (FGC) were explored to measure the alignment between brand identity and brand image.
Journal ArticleDOI
Detecting Pain Points from User-Generated Social Media Posts Using Machine Learning
TL;DR: The authors experiment with and evaluate the performance of various machine learning models to automatically detect pain points and pain point types for enhanced customer insights and suggest that firms use pain point profiling, a technique for applying subclasses to the identified pain point messages to gain a deeper understanding of their customers’ concerns.
Journal ArticleDOI
Innocent until proven guilty: suspicion of deception in online reviews
Mary Violeta Petrescu,Philip J. Kitchen,Costinel Dobre,Selima Ben Mrad,Anca-Maria Milovan-Ciuta,Deborah Goldring,Anne M. Fiedler +6 more
TL;DR: In this article , a new framework for identifying deception in consumer reviews based on interpersonal deception theory and the persuasion knowledge model (PKM) has been proposed to evaluate variables contributing to consumer intentions to purchase after reading deceptive reviews and proposes deception identification cues to be incorporated into the interpersonal communication theoretical framework.
Dissertation
The social influence factor: Impact of online product review characteristics on consumer purchasing decisions
TL;DR: In this paper, the impact of online consumer reviews on consumer purchasing decisions was validated and is of high importance for a company's profitability, monitoring and quick responding to high numbers of reviews which one single product can attract in a short time on various online consumer review platforms is challenging for companies but essential for reputation management and product sales.
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.