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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Journal ArticleDOI
Customer Satisfaction and Word of Mouth
TL;DR: In this article, the authors developed a utility-based model of the relationship between customer satisfaction and word of mouth and found that dissatisfied customers engage in more or less word-of-mouth than satisfied customers.
Journal ArticleDOI
Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study:
TL;DR: This paper examined consumers' responses to customer dissatisfaction and examined the correlation of one's response to customer satisfaction with one's overall satisfaction with a product and the product itself, while marketing scholars have emphasized the importance of customer satisfaction, few studies have examined in detail consumers' response to dissatisfaction.
Journal ArticleDOI
Personal Influence: The Part Played by People in the Flow of Mass Communications
Proceedings ArticleDOI
Opinion observer: analyzing and comparing opinions on the Web
TL;DR: A novel framework for analyzing and comparing consumer opinions of competing products is proposed, and a new technique based on language pattern mining is proposed to extract product features from Pros and Cons in a particular type of reviews.
6. Katz, E. Personal Influence: The Part Played by People in the Flow of Mass Communications
TL;DR: It is shown here how the media agenda-Setting in the Presidential Election and media perceptions of the election have changed over the years have changed since the 1980s.