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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Proceedings ArticleDOI
Earthquake shakes Twitter users: real-time event detection by social sensors
TL;DR: This paper investigates the real-time interaction of events such as earthquakes in Twitter and proposes an algorithm to monitor tweets and to detect a target event and produces a probabilistic spatiotemporal model for the target event that can find the center and the trajectory of the event location.
Proceedings Article
Predicting Elections with Twitter: What 140 Characters Reveal about Political Sentiment
TL;DR: It is found that the mere number of messages mentioning a party reflects the election result, and joint mentions of two parties are in line with real world political ties and coalitions.
Proceedings ArticleDOI
Predicting the Future with Social Media
TL;DR: It is shown that a simple model built from the rate at which tweets are created about particular topics can outperform market-based predictors and improve the forecasting power of social media.
Journal ArticleDOI
Determinants of consumer engagement in electronic word-of-mouth in social networking sites
TL;DR: In this paper, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behavior in SNSs was developed and tested.
Journal ArticleDOI
The Impact of New Media on Customer Relationships
Thorsten Hennig-Thurau,Thorsten Hennig-Thurau,Edward C. Malthouse,Christian Friege,Sonja Gensler,Lara Lobschat,Arvind Rangaswamy,Bernd Skiera +7 more
TL;DR: In this article, the authors introduce a new "pinball" framework of new media's impact on relationships with customers and identify key new media phenomena which companies should take into account when managing their relationships with customer in the new media universe.
References
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Proceedings ArticleDOI
Opinion mining of customer feedback data on the web
TL;DR: This paper surveys and analyzes various techniques that have been developed for the key tasks of opinion mining and provides an overall picture of what is involved in developing a software system for opinion mining.
BookDOI
Rumors and Rumor Control : A Manager's Guide to Understanding and Combatting Rumors
TL;DR: In this paper, the authors discuss the dynamics of rumor transmission and belief, and discuss strategies and tactics for neutralizing rumors in the marketplace and workplace, as well as the management of the Organizational Grapevine.
Book
Don't Just Relate - Advocate!: A Blueprint for Profit in the Era of Customer Power
TL;DR: In this paper, the authors present a complete blueprint for customer advocacy, from transparency to partnership, with a case study of GM, Intel, Qwest, and John Deere.
Journal ArticleDOI
Building Trust with Consensus Information
TL;DR: In this article, the authors investigated the effect of consensus information on consumer trust and found that trust varies positively with the valence of a firm's reputation and is similarly dependent upon whether the trend decreases or increases over time.