Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth

Through Social Media, like social networking sites, wikis, web forums or blogs, people can debate and influence each other. Due to this reason, the analysis of online conversations has been recognized to be relevant to organizations. In the chapter we introduce two strategic tools to monitor and analyze online conversations, Sentiment Text Analysis (STA) and Network Text Analysis (NTA). Finally, we propose one empirical example in which these tools are integrated to analyze Word-of-Mouth regarding products and services in the Digital Marketplace.

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Wanna Be a Friend on Social Media?

International Journal of Online Marketing ◽

10.4018/ijom.2021070105 ◽

2021 ◽

Vol 11 (3) ◽

pp. 64-79

Author(s):

Ayşegül Sağkaya Güngör ◽

Dursun Yener ◽

Mertcan Taşçıoğlu

Keyword(s):

Social Media ◽

Word Of Mouth ◽

Communication Style ◽

Brand Attitudes ◽

Brand Name ◽

Informal Communication ◽

The Social ◽

Media Communications ◽

Formal Communication ◽

Different Levels

As the volume of consumer-brand interactions is increasing in the social media setting, it becomes essential to understand how to foster relationships to create favorable attitudes towards the brand, stimulate sales, and enable consumers to forward the brand name to others. In this regard, this research focuses on the effect of communication style (formal vs. informal) that should be used for products that have different levels of self-expression (high vs. low) in social media communications. An experiment was conducted with 384 participants. The results indicated that consumers prefer informal communication regardless of the self-expression level of the product in social media. Investigating the interaction effects, the authors demonstrated that highly self-expressive products favorably stimulate word-of-mouth intention in case of formal communication. However, it is the informal communication that stimulates purchase and word-of-mouth intentions and brand attitudes when the product is low self-expressive in nature.

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EXPRESS: Emotional Expressions and Brand Status

Journal of Marketing Research ◽

10.1177/00222437211037340 ◽

2021 ◽

pp. 002224372110373

Author(s):

Jeffrey K. Lee

Keyword(s):

Computer Vision ◽

Social Media ◽

Text Analysis ◽

Negative Relationship ◽

Emotional Expressions ◽

High Status ◽

Reference Groups ◽

Analysis Study ◽

Automated Text Analysis ◽

The Status

This project investigates emotionality by brands on social media. First, we analyze a field dataset of over 200,000 text and images posts by brands across two major platforms. Using recent automated text analysis (Study 1a) and computer vision methods (Studies 1b and 1c), we provide initial documentation of a negative relationship between brand emotionality and status. Exploring this relationship further, in Studies 2, 3, and 4, we find that brands can leverage this association, reducing emotionality in brand communications to increase perceived brand status. This strategy is effective because reduced emotionality is associated with high-status communication norms, which evoke high-status reference groups. This finding is moderated by the status context of the brand (Study 2) and the product type (Study 4).

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Network Text Analysis and Sentiment Analysis

Big Data ◽

10.4018/978-1-4666-9840-6.ch058 ◽

2016 ◽

pp. 1277-1294

Author(s):

Veronica Ravaglia ◽

Luca Zanazzi ◽

Elvis Mazzoni

Keyword(s):

Social Media ◽

Social Networking ◽

Sentiment Analysis ◽

Text Analysis ◽

Social Networking Sites ◽

Word Of Mouth ◽

Network Text Analysis ◽

Online Conversations ◽

Web Forums

Through Social Media, like social networking sites, wikis, web forums or blogs, people can debate and influence each other. Due to this reason, the analysis of online conversations has been recognized to be relevant to organizations. In the chapter we introduce two strategic tools to monitor and analyze online conversations, Sentiment Text Analysis (STA) and Network Text Analysis (NTA). Finally, we propose one empirical example in which these tools are integrated to analyze Word-of-Mouth regarding products and services in the Digital Marketplace.

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THE RELATIONSHIP BETWEEN SOCIAL MEDIA WORD-OF-MOUTH, CONSUMER-BASED BRAND EQUITY AND CONSUMER RESPONSE AMONG AUTOMOTIVE CONSUMERS IN MALAYSIA

Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) ◽

10.25124/liski.v3i2.950 ◽

2017 ◽

Vol 3 (2) ◽

pp. 181

Author(s):

Ridwan Adetunji Raji ◽

Sabrina Mohd Rashid ◽

Sobhi Mohd Ishak

Keyword(s):

Social Media ◽

Brand Equity ◽

Consumer Behaviour ◽

Word Of Mouth ◽

Consumer Response ◽

Survey Questionnaire ◽

Consumer Reviews ◽

Media Communications ◽

The Relationship

The literature on Consumer-Based Brand Equity (CBBE) continues to grow enormously. Previous studies on CBBE have maintained that marketing communications play a significant role in developing CBBE. Furthermore, researchers have argued that social media has become a renowned and strategic platform for disseminating brand-related communication. Hence, the advent of brand-related communication on social media is as well increasing the freedom and involvement of consumers in the co-creation of brand-related contents, thus giving rise to Social Media Word-of-Mouth. However, researchers have paid little attention to determining the role of Social Media Word-of-Mouth in developing CBBE and evoking favourable consumer behaviour. Therefore, this study sets out to examine the relationships between Social Media Word-of-Mouth, CBBE and Consumer Response. For this purpose, 290 consumers of two automotive brands were surveyed using the survey questionnaire. The data collected was analysed using both SPSS version 23 and AMOS version 23. The results revealed that Social Media Word-of-Mouth is important for enhancing CBBE and stimulating Consumer Response. Consequently, brand managers and marketers of automotive brands in Malaysia were charged to increase their engagements and investments in social media communications and encourage favourable word-of-mouths from their consumers on social media in order to improve the acceptance of their brands and increased positive consumer behaviour. This study concludes that consumer reviews, comments and posts on social media have significant implications on brands and consumer behaviour.

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Influence of social media marketing towards purchase of residential property

Restaurant Business ◽

10.26643/rb.v118i6.8005 ◽

2019 ◽

Vol 118 (6) ◽

pp. 145-149

Author(s):

A. Ekanthalingam ◽

Dr. A. Gopinath

Keyword(s):

Social Media ◽

High Speed ◽

Word Of Mouth ◽

Marketing Strategies ◽

Social Media Marketing ◽

Purchase Decision ◽

Residential Property ◽

Customer Delight ◽

The Right ◽

Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

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Techniques of Viral Marketing

Restaurant Business ◽

10.26643/rb.v118i6.7660 ◽

2019 ◽

Vol 118 (6) ◽

pp. 97-99

Author(s):

Arockia Jeyasheela A ◽

Dr.S. Chandramohan

Keyword(s):

Social Media ◽

Real Time ◽

Word Of Mouth ◽

Viral Marketing ◽

Consumer Perception ◽

Key Word ◽

The Right ◽

A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

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SELFIE TOURISM DAN ELECTRONIC WORD OF MOUTH SEBAGAI ANTESEDEN RE-VISIT INTENTION

Jurnal Benefita ◽

10.22216/jbe.v4i3.3963 ◽

2019 ◽

Vol 4 (3) ◽

pp. 526

Author(s):

Okki Trinanda ◽

Astri Yuza Sari

Keyword(s):

Social Media ◽

Hypothesis Testing ◽

Sample Size ◽

Human Behavior ◽

Word Of Mouth ◽

Electronic Word Of Mouth ◽

Tourist Attractions ◽

Tourism Management ◽

West Sumatra ◽

First Time

Research linking selfie behavior and tourism management is very rarely implemented. Selfie behavior is more researched as part of psychology that studies human behavior. This study aims to find out (1) the influence of Selfie Tourism on Electronic Word of Mouth, (2) the influence of Selfie Tourism on Re-Visit Intention, and (3) the influence of Electronic Word of Mouth on Re-Visit Intention. This study uses estimates based on the number of parameters obtained by the sample size of 452 respondents with accidental sampling. Respondents who were included in this study were foreign tourists and domestic tourists who visited the tourism sites in West Sumatra for the first time. While hypothesis testing uses SEM. In this study all relationships between variables were found to be positive and significant. The implication of this study is that tourism managers not only pay attention to aspects of service such as hospitality, cleanliness and so on, but also provide attractive tourist attractions to be photographed and distributed to social media. Penelitian yang menghubungkan perilaku selfie dan manajemen pariwisata sangat jarang dilaksanakan. Perilaku selfie lebih banyak diteliti sebagai bagian dari psikologi yang mempelajari perilaku manusia. Penelitian ini bertujuan untuk mengetahui (1) pengaruh Selfie Tourism terhadap Electronic Word of Mouth, (2) pengaruh Selfie Tourism terhadap Re-Visit Intention, dan (3) pengaruh Electronic Word of Mouth pada Re-Visit Intention. Penelitian ini menggunakan jumlah parameter yang diperoleh dengan ukuran sampel 452 responden dengan accidental sampling. Responden yang dikunjungi oleh wisatawan asing dan wisatawan domestik yang mengunjungi situs pariwisata di Sumatera Barat untuk pertama kalinya. Sedangkan pengujian hipotesis menggunakan SEM. Dalam penelitian ini semua hubungan antar variabel ditemukan positif dan signifikan. Implikasi dari penelitian ini adalah bahwa manajer pariwisata tidak hanya memperhatikan layanan dan kebersihan tetapi juga menyediakan media sosial.

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