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
Building social media theory from case studies: A new frontier for IS research
Cathy Urquhart,Emmanuelle Vaast +1 more
TL;DR: This paper concentrates on a major concern in the IS field – theory building – and couples it with a major development in the field, social media-related environments, to consider how to build theory, using digital texts, within the case study methodology.
Journal ArticleDOI
Mutually Enhancing Community Detection and Sentiment Analysis on Twitter Networks
William Deitrick,Wei Hu +1 more
TL;DR: By combining community detection and sentiment analysis, modularity values were increased for the community partitions detected in three of the four networks studied and enabled more granular, community-level sentiment analysis on a specific topic referenced by users in the dataset.
Journal ArticleDOI
Achieving consumer trust on Twitter via CSR communication
Jana Kollat,Francisca Farache +1 more
TL;DR: In this paper, the authors evaluate how consumers react to different CSR communication approaches on social media, specifically on Twitter, based on a sample of 507 respondents in the UK, representing a well-educated population of social media users.
Journal ArticleDOI
Gender differences in the climate change communication on Twitter
Kim Holmberg,Iina Hellsten +1 more
TL;DR: It is indicated that overall male and female tweeters use very similar language in their tweets, but clear differences were observed in the use of hashtags and usernames, withfemale tweeters mentioning significantly more campa...
Journal ArticleDOI
Designing social commerce platforms based on consumers ’ intentions
TL;DR: The purpose of this research is to elucidate how user intentions to purchase and to spread word-of-mouth (WOM) are influenced by characteristics present on social commerce platforms.
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.