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Journal IssueDOI

Twitter power: Tweets as electronic word of mouth

TL;DR: It is found that microblogting is an online tool for customer word of mouth communications and the implications for corporations using microblogging as part of their overall marketing strategy are discussed.
Abstract: In this paper we report research results investigating microblogging as a form of electronic word-of-mouth for sharing consumer opinions concerning brands. We analyzed more than 150,000 microblog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these microblog postings, the types of expressions, and the movement in positive or negative sentiment. We compared automated methods of classifying sentiment in these microblogs with manual coding. Using a case study approach, we analyzed the range, frequency, timing, and content of tweets in a corporate account. Our research findings show that 19p of microblogs contain mention of a brand. Of the branding microblogs, nearly 20p contained some expression of brand sentiments. Of these, more than 50p were positive and 33p were critical of the company or product. Our comparison of automated and manual coding showed no significant differences between the two approaches. In analyzing microblogs for structure and composition, the linguistic structure of tweets approximate the linguistic patterns of natural language expressions. We find that microblogging is an online tool for customer word of mouth communications and discuss the implications for corporations using microblogging as part of their overall marketing strategy. © 2009 Wiley Periodicals, Inc.

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Citations
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Proceedings ArticleDOI
26 Apr 2010
TL;DR: This paper investigates the real-time interaction of events such as earthquakes in Twitter and proposes an algorithm to monitor tweets and to detect a target event and produces a probabilistic spatiotemporal model for the target event that can find the center and the trajectory of the event location.
Abstract: Twitter, a popular microblogging service, has received much attention recently. An important characteristic of Twitter is its real-time nature. For example, when an earthquake occurs, people make many Twitter posts (tweets) related to the earthquake, which enables detection of earthquake occurrence promptly, simply by observing the tweets. As described in this paper, we investigate the real-time interaction of events such as earthquakes in Twitter and propose an algorithm to monitor tweets and to detect a target event. To detect a target event, we devise a classifier of tweets based on features such as the keywords in a tweet, the number of words, and their context. Subsequently, we produce a probabilistic spatiotemporal model for the target event that can find the center and the trajectory of the event location. We consider each Twitter user as a sensor and apply Kalman filtering and particle filtering, which are widely used for location estimation in ubiquitous/pervasive computing. The particle filter works better than other comparable methods for estimating the centers of earthquakes and the trajectories of typhoons. As an application, we construct an earthquake reporting system in Japan. Because of the numerous earthquakes and the large number of Twitter users throughout the country, we can detect an earthquake with high probability (96% of earthquakes of Japan Meteorological Agency (JMA) seismic intensity scale 3 or more are detected) merely by monitoring tweets. Our system detects earthquakes promptly and sends e-mails to registered users. Notification is delivered much faster than the announcements that are broadcast by the JMA.

3,976 citations

Proceedings Article
16 May 2010
TL;DR: It is found that the mere number of messages mentioning a party reflects the election result, and joint mentions of two parties are in line with real world political ties and coalitions.
Abstract: Twitter is a microblogging website where users read and write millions of short messages on a variety of topics every day This study uses the context of the German federal election to investigate whether Twitter is used as a forum for political deliberation and whether online messages on Twitter validly mirror offline political sentiment Using LIWC text analysis software, we conducted a content-analysis of over 100,000 messages containing a reference to either a political party or a politician Our results show that Twitter is indeed used extensively for political deliberation We find that the mere number of messages mentioning a party reflects the election result Moreover, joint mentions of two parties are in line with real world political ties and coalitions An analysis of the tweets’ political sentiment demonstrates close correspondence to the parties' and politicians’ political positions indicating that the content of Twitter messages plausibly reflects the offline political landscape We discuss the use of microblogging message content as a valid indicator of political sentiment and derive suggestions for further research

2,718 citations

Proceedings ArticleDOI
31 Aug 2010
TL;DR: It is shown that a simple model built from the rate at which tweets are created about particular topics can outperform market-based predictors and improve the forecasting power of social media.
Abstract: In recent years, social media has become ubiquitous and important for social networking and content sharing. And yet, the content that is generated from these websites remains largely untapped. In this paper, we demonstrate how social media content can be used to predict real-world outcomes. In particular, we use the chatter from Twitter.com to forecast box-office revenues for movies. We show that a simple model built from the rate at which tweets are created about particular topics can outperform market-based predictors. We further demonstrate how sentiments extracted from Twitter can be utilized to improve the forecasting power of social media.

1,909 citations


Cites background from "Twitter power: Tweets as electronic..."

  • ...Moreover, gathering information on how people converse regarding particular products can be helpful when designing marketing and advertising campaigns [1], [3]....

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  • ...Jansen and others [3] have examined Twitter as a mechanism for word-of-mouth advertising, and considered particular brands and products while examining the structure of the postings and the change in sentiments....

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Journal ArticleDOI
Shu-Chuan Chu1
TL;DR: In this paper, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behavior in SNSs was developed and tested.
Abstract: As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers’ engagement in eWOM via social networks is becoming critical. Given the social and communal characteristics of social networking sites (SNSs) such as Facebook, MySpace and Friendster, this study examines how social relationship factors relate to eWOM transmitted via online social websites. Specifically, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behaviour in SNSs was developed and tested. The results confirm that tie strength, trust, normative and informational influence are positively associated with users’ overall eWOM behaviour, whereas a negative relationship was found with regard to homophily. This study suggests that product-focused eWOM in SNSs is a unique phenomenon with important social implications. The implications for research...

1,693 citations

Journal ArticleDOI
TL;DR: In this article, the authors introduce a new "pinball" framework of new media's impact on relationships with customers and identify key new media phenomena which companies should take into account when managing their relationships with customer in the new media universe.
Abstract: Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies. This paper introduces a new ‘‘pinball’’ framework of new media’s impact on relationships with customers and identifies key new media phenomena which companies should take into account when managing their relationships with customers in the new media universe. For each phenomenon, we identify challenges for researchers and managers which relate to (a) the understanding of consumer behavior, (b) the use of new media to successfully manage customer interactions, and (c) the effective measurement of customers’ activities and outcomes.

1,285 citations


Cites background from "Twitter power: Tweets as electronic..."

  • ...Research suggests that online communities can shape consumers’ brand perceptions through EWOM (e.g., Jansen et al. 2009), but we need to know more about the conditions under which online communities can exert such effects....

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References
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Book
12 Oct 2017
TL;DR: The Discovery of Grounded Theory as mentioned in this paper is a book about the discovery of grounded theories from data, both substantive and formal, which is a major task confronting sociologists and is understandable to both experts and laymen.
Abstract: Most writing on sociological method has been concerned with how accurate facts can be obtained and how theory can thereby be more rigorously tested. In The Discovery of Grounded Theory, Barney Glaser and Anselm Strauss address the equally Important enterprise of how the discovery of theory from data--systematically obtained and analyzed in social research--can be furthered. The discovery of theory from data--grounded theory--is a major task confronting sociology, for such a theory fits empirical situations, and is understandable to sociologists and laymen alike. Most important, it provides relevant predictions, explanations, interpretations, and applications. In Part I of the book, "Generation Theory by Comparative Analysis," the authors present a strategy whereby sociologists can facilitate the discovery of grounded theory, both substantive and formal. This strategy involves the systematic choice and study of several comparison groups. In Part II, The Flexible Use of Data," the generation of theory from qualitative, especially documentary, and quantitative data Is considered. In Part III, "Implications of Grounded Theory," Glaser and Strauss examine the credibility of grounded theory. The Discovery of Grounded Theory is directed toward improving social scientists' capacity for generating theory that will be relevant to their research. While aimed primarily at sociologists, it will be useful to anyone Interested In studying social phenomena--political, educational, economic, industrial-- especially If their studies are based on qualitative data.

53,267 citations

Journal ArticleDOI
TL;DR: The Nature of Qualitative Inquiry Theoretical Orientations Particularly Appropriate Qualitative Applications as mentioned in this paper, and Qualitative Interviewing: Qualitative Analysis and Interpretation Enhancing the quality and credibility of qualitative analysis and interpretation.
Abstract: PART ONE: CONCEPTUAL ISSUES IN THE USE OF QUALITATIVE METHODS The Nature of Qualitative Inquiry Strategic Themes in Qualitative Methods Variety in Qualitative Inquiry Theoretical Orientations Particularly Appropriate Qualitative Applications PART TWO: QUALITATIVE DESIGNS AND DATA COLLECTION Designing Qualitative Studies Fieldwork Strategies and Observation Methods Qualitative Interviewing PART THREE: ANALYSIS, INTERPRETATION, AND REPORTING Qualitative Analysis and Interpretation Enhancing the Quality and Credibility of Qualitative Analysis

31,305 citations


"Twitter power: Tweets as electronic..." refers methods in this paper

  • ...When a product or brand mention occurred, we would query the entire dataset for all occurrence of this brand (i.e., a modified snowball technique [ Patton, 1990 ])....

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Journal Article
TL;DR: The Nature of Qualitative Inquiry Theoretical Orientations Particularly Appropriate Qualitative Applications as mentioned in this paper, and Qualitative Interviewing: Qualitative Analysis and Interpretation Enhancing the quality and credibility of qualitative analysis and interpretation.

22,714 citations

Journal ArticleDOI
TL;DR: In this article, a typology for motives of consumer online articulation is proposed, drawing on findings from research on virtual communities and traditional word-of-mouth literature, which is based on the same authors' work.

4,881 citations


"Twitter power: Tweets as electronic..." refers background in this paper

  • ...eWOM is a form of this communication, defined as a: “statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet” ( Hennig-Thurau, Gwinner, Walsh, & Gremle, 2004, p. 39 )....

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  • ...eWOM may be less personal in that it is not faceto-face (or maybe just personal in a different way than in the past), but it is more powerful because it is immediate, has a significant reach, is credible by being in print, and is accessible by others ( Hennig-Thurau et al., 2004, p. 42 )....

    [...]

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