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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Book ChapterDOI
Characteristic of Social Media Marketing Strategy and Customer-Based Brand Equity Outcomes: A Conceptual Model
Phuoc H.M. Pham,Bashar S. Gammoh +1 more
TL;DR: In this paper, the effect of different dimensions of social media marketing strategy on important customer-based brand equity (CBBE) outcomes such as brand awareness, brand judgments, brand feeling, and finally brand resonance are investigated.
Proceedings ArticleDOI
Learning similarity functions for topic detection in online reputation monitoring
TL;DR: This work focuses on a solution for the problem that learns a pairwise tweet similarity function from previously annotated data, using all kinds of content-based and Twitter-based features, and applies a clustering algorithm on the previously learned similarity function.
Journal ArticleDOI
Identifying and predicting the desire to help in social question and answering
Zhe Liu,Bernard J. Jansen +1 more
TL;DR: Analysis of the knowledge sharing behavior of users in social Q&A process in terms of their participation, interests, and connectedness finds that individuals are more willing to share their knowledge under question routing context whereas less connected.
Journal ArticleDOI
Analyzing Twitter to explore perceptions of Asian restaurants
TL;DR: This paper used text mining and sentiment analysis to explore diner perceptions of four types of Asian restaurants (Chinese, Japanese, Korean and Thai) using 86,015 tweets referring to Asian restaurants and found meaningful patterns, popular words and emotional states in opinions.
Journal ArticleDOI
Building relationships within corporate SNS accounts through social presence formation
TL;DR: The study finds that greater social presence increases users perception of the usefulness of information and their trust in the company; and that increases in those utilitarian values contribute to SNS users positive engagement in relationships with corporate SNS accounts.
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.