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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The effect of online reviews on product sales: A joint sentiment-topic analysis
Xiaolin Li,Chaojiang Wu,Feng Mai +2 more
TL;DR: A Joint Sentiment-Topic model is used to extract the topics and associated sentiments in review texts and proposes that numerical rating mediates the effects of textual sentiments.
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Machine learning and AI in marketing – Connecting computing power to human insights
Liye Ma,Baohong Sun +1 more
TL;DR: A unified conceptual framework and a multi-faceted research agenda are presented that argue that machine learning methods can process large-scale and unstructured data, and have flexible model structures that yield strong predictive performance and that such methods may lack model transparency and interpretability.
Journal ArticleDOI
Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation
TL;DR: In this article, the authors conceptualized three distinct stages in the eWOM process: eWord creation, eWord exposure, and eWord evaluation, and adopted a dual lens to synthesize key research insights and propose a research agenda based on a multi-disciplinary systematic review of 1050 academic publications published between 1996 and 2019.
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A multidisciplinary perspective of big data in management research
TL;DR: In this paper, the authors identify key themes emerging in management studies and develop an integrated framework to link the multiple streams of research in fields of organisation, operations, marketing, information management and other relevant areas.
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An Investigation of Brand-Related User-Generated Content on Twitter
TL;DR: The authors presented a framework that automatically derives latent brand topics and classifies brand sentiments on 1.7 million unique tweets for 20 brands across five industries: fast food, department store, footwear, electronics, and telecommunications.
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.