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
Facebook: A literature review
TL;DR: This article provides a critical review of scientific, peer reviewed, articles on Facebook between 2006 and 2012 and shows that while there are yet numerous articles on various aspects of the social network site, there are still many gaps to be filled.
Journal ArticleDOI
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.
Journal ArticleDOI
Deriving market intelligence from microblogs
Yung-Ming Li,Tsung-Ying Li +1 more
TL;DR: It is found that the consideration of user credibility and opinion subjectivity is essential for aggregating microblog opinions and the proposed mechanism can effectively discover market intelligence (MI) for supporting decision-makers.
Journal ArticleDOI
Business engagement on Twitter: a path analysis
TL;DR: It is concluded that the business engagement on Twitter relates directly to consumers’ engagement with online word-of-mouth communication.
Journal ArticleDOI
Information search and retrieval in microblogs
TL;DR: An introduction to the problems that face researchers and developers of IR systems in microblog settings is offered, and established problems in microblogs retrieval, such as entity search and sentiment analysis, and modeling abstractions, are described.
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.