Twitter power: Tweets as electronic word of mouth
Citations
3,976 citations
2,718 citations
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]....
[...]
...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....
[...]
1,693 citations
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....
[...]
References
53,267 citations
44,847 citations
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 ])....
[...]
22,714 citations
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 )....
[...]
...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 )....
[...]