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 ArticleDOI
Earthquake shakes Twitter users: real-time event detection by social sensors
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Proceedings Article
Predicting Elections with Twitter: What 140 Characters Reveal about Political Sentiment
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Proceedings ArticleDOI
Predicting the Future with Social Media
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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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Posted Content
Social networks that matter: Twitter under the microscope
TL;DR: In this paper, a study of social interactions within Twitter reveals that the driver of usage is a sparse and hidden network of connections underlying the declared set of friends and followers, revealing that the linked structures of social networks do not reveal actual interactions among people.
Journal ArticleDOI
The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities
TL;DR: An information adoption model was developed to examine the factors affecting information adoption of online opinion seekers in online customer communities and found comprehensiveness and relevance to be the most effective components of the argument quality construct.