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
More filters
Journal ArticleDOI
Textual sentiment analysis via three different attention convolutional neural networks and cross-modality consistent regression
TL;DR: To improve the performance of three different attention CNN models, CCR (cross-modality consistent regression) and transferLearning are presented and it is worth noticing that CCR and transfer learning are used in textual sentiment analysis for the first time.
Journal ArticleDOI
How employees use Twitter to talk about work
TL;DR: A typology for work-related Twitter use is provided based on a large-scale content analysis of tweets sent by 433 employees across different organizations, which found that work- related topics were prevalent in 36.5% of all tweets.
Journal ArticleDOI
Using Big Data as a window into consumers’ psychology
Sandra Matz,Oded Netzer +1 more
TL;DR: In this paper, the authors highlight sources of useful consumer information that are now available at large scale and very little or no cost, and discuss how this information can be translated into valuable insights on consumers' psychological states and traits that can, in turn, be used to inform marketing strategy.
Journal ArticleDOI
The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media
TL;DR: In this paper, the authors focus on evaluating the roles of various brand equity constructs in mediating the interrelation among electronic word of mouth and the dimensions of brand equity in the context of social media.
Proceedings ArticleDOI
SeNTU: Sentiment Analysis of Tweets by Combining a Rule-based Classifier with Supervised Learning
TL;DR: A Twitter sentiment analysis system developed by combining a rule-based classifier with supervised learning and the results obtained show that rules can help refine the SVM’s predictions.
References
More filters
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.