Journal IssueDOI
Twitter power: Tweets as electronic word of mouth
TLDR
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.read more
Citations
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Journal ArticleDOI
Semantic Characterization of Tweets Using Topic Models: A Use Case in the Entertainment Domain
TL;DR: The authors investigate different tweet representation models, including bags of words and probabilistic topic models, to shed light on the semantics of the messages, and show that topic-based models generated with Latent Dirichlet Allocation LDA yield better categorizations when compared to TF-IDF based features.
Journal ArticleDOI
Do culture and governance structure influence extent of corporate risk disclosure
TL;DR: In this article, the authors studied the relationship between culture, corporate governance (CG) variables and corporate risk reporting practices of listed companies in Nigeria and South Africa, two large African economies at the south of the Sahara.
Journal ArticleDOI
Does who we are affect what we say and when? Investigating the impact of activity and connectivity on microbloggers' response to new products
TL;DR: This paper examined whether microbloggers' past activity and connectivity influences the timing and valence of posted responses to new products and found that the timing of a post depends on the past microblogging activity of the poster and the number of posters he or she follows.
Marketing with Twitter : investigating factors that impact on the effectiveness of tweets
TL;DR: In this paper, the authors present measures that can be used by practitioners and researchers to assess the effectiveness of marketing communications on Twitter using data across several years of Twitter activity by both leading global brands and a non-profit organization (NPO).
Proceedings Article
Predicting TV Audience Rating with Social Media
TL;DR: A model for predicting TV audience rating is developed and the audience rating trend analysis on demo system is presented which is used to describe the relation between predictive audience rating and Nielsen TV rating.
References
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Journal Article
Qualitative evaluation and research methods
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.
Journal ArticleDOI
Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?
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.