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
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Proceedings Article
The Party Is Over Here: Structure and Content in the 2010 Election
TL;DR: This work studies the use of Twitter by House, Senate and gubernatorial candidates during the midterm (2010) elections in the U.S, and suggests conservative candidates used this medium more effectively, conveying a coherent message and maintaining a dense graph of connections.
Journal ArticleDOI
Determinants of information retweeting in microblogging
Zhiming Liu,Lu Liu,Hong Li +2 more
TL;DR: A conceptual model to investigate the determinants of information retweeting in microblogging based on Heuristic‐Systematic Model shows that source trustworthiness, source expertise, source attractiveness, and the number of multimedia have significant effects on the information retweeted.
Journal ArticleDOI
Exploring Social Media Engagement Behaviors in the Context of Luxury Brands
TL;DR: In this paper, a content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete social media engagement behaviors (CEBs) and found that consumer engagement behaviors have dif...
Journal ArticleDOI
Researching Personal Information on the Public Web: Methods and Ethics
David Wilkinson,Mike Thelwall +1 more
TL;DR: In this paper, a range of simple techniques to access personal information relevant to social research questions and illustrates them with small case studies are described. But they do not discuss ethical considerations, concluding that the default position is almost the reverse of that for traditional social science research: the text authors should not be asked for consent nor informed of the participation of their texts.
Journal Article
Twitter: a Viable Marketing Tool for SMEs?
Marius Bulearcă,Suzana Bulearca +1 more
TL;DR: In this article, a qualitative-interpretivist-exploratory methodology has been used to explore whether Twitter is a tool that should be taken seriously by SMEs in their marketing strategies, taking the stance of SMEs.
References
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Book
Discovery of Grounded Theory: Strategies for Qualitative Research
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.
Journal ArticleDOI
The Discovery of Grounded Theory: Strategies for Qualitative Research.
Journal ArticleDOI
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 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.