Benefits and pitfalls of using tweets to assess destination sentiment

2019 ◽  
Vol 11 (1) ◽  
pp. 19-34 ◽  
Author(s):  
Susanne Becken ◽  
Ali Reza Alaei ◽  
Ying Wang
Keyword(s):  
Social Media ◽  
Performance Monitoring ◽  
Cost Effective ◽  
Gold Coast ◽  
Data Sources ◽  
Content Type ◽  
Smart Systems ◽  
Twitter Data ◽  
Multiple Data ◽  
Twitter Users

Purpose Destination monitoring is crucial to understand performance and identify key points of differentiation. Visitor satisfaction is an essential driver of destination performance. With the fast-growing volume of user-generated content through social media, it is now possible to tap into very large amounts of data provided by travellers as they share their experiences. Analysing these data for consumer sentiment has become attractive for destinations and companies. The idea of drawing on social media sentiment for satisfaction monitoring aligns well with the broader move towards smart destinations and real-time information processing. Thus, this paper aims to examine whether the electronic word of mouth originating from Twitter posts offers a useful source for assessing destination sentiment. Importantly, this research examines what caveats need to be considered when interpreting the findings. Design/methodology/approach This research focusses on a prominent tourist destination situated on Australia’s East Coast, the Gold Coast. Using a geographically informed filtering process, a collection of tweets posted from within the Gold Coast destination was created and analysed. Metadata were analysed to assess the population of Twitter users, and sentiment analysis, using the Valence Aware Dictionary for Sentiment Reasoning algorithm, was performed. Findings Twitter posts provide considerable information, including about who is visiting and what sentiment visitors and residents express when sending tweets from a destination. They also uncover some challenges, including the “noise” of Twitter data and the fact that users are not representative of the broader population, in particular for international visitors. Research limitations/implications This paper highlights limitations such as lack of representativeness of the Twitter data, positive bias and the generic nature of many tweets. Suggestions for how to improve the analysis and value of tweets as a data source are made. Practical implications This paper contributes to understanding the value of non-traditional data sources for destination monitoring, in particular by highlighting some of the pitfalls of using information sources, such as Twitter. Further research steps have been identified, especially with a view to improving target-specific sentiment scores and the future employment of big-data approaches that involve integrating multiple data sources for destination performance monitoring. Social implications The identification of cost-effective ways of measuring and monitoring guest satisfaction can lead to improvements in destination management. This in turn will enhance customer experience and possibly even resident satisfaction. The social benefits, especially at times of considerable visitation pressure, can be important. Originality/value The use of Twitter data for the monitoring of visitor sentiment at tourist destinations is novel, and the analysis presented here provides unique insights into the potential, but also the caveats, of developing new, smart systems for tourism.

What the fake? Assessing the extent of networked political spamming and bots in the propagation of #fakenews on Twitter

2019 ◽  
Vol 43 (1) ◽  
pp. 53-71 ◽  
Author(s):  
Ahmed Al-Rawi ◽  
Jacob Groshek ◽  
Li Zhang
Keyword(s):  
Social Media ◽  
Data Sets ◽  
Fake News ◽  
Content Type ◽  
Mainstream Media ◽  
News Discourse ◽  
Twitter Data ◽  
News Organizations ◽  
Twitter Users ◽  
One Year

PurposeThe purpose of this paper is to examine one of the largest data sets on the hashtag use of #fakenews that comprises over 14m tweets sent by more than 2.4m users.Design/methodology/approachTweets referencing the hashtag (#fakenews) were collected for a period of over one year from January 3 to May 7 of 2018. Bot detection tools were employed, and the most retweeted posts, most mentions and most hashtags as well as the top 50 most active users in terms of the frequency of their tweets were analyzed.FindingsThe majority of the top 50 Twitter users are more likely to be automated bots, while certain users’ posts like that are sent by President Donald Trump dominate the most retweeted posts that always associate mainstream media with fake news. The most used words and hashtags show that major news organizations are frequently referenced with a focus on CNN that is often mentioned in negative ways.Research limitations/implicationsThe research study is limited to the examination of Twitter data, while ethnographic methods like interviews or surveys are further needed to complement these findings. Though the data reported here do not prove direct effects, the implications of the research provide a vital framework for assessing and diagnosing the networked spammers and main actors that have been pivotal in shaping discourses around fake news on social media. These discourses, which are sometimes assisted by bots, can create a potential influence on audiences and their trust in mainstream media and understanding of what fake news is.Originality/valueThis paper offers results on one of the first empirical research studies on the propagation of fake news discourse on social media by shedding light on the most active Twitter users who discuss and mention the term “#fakenews” in connection to other news organizations, parties and related figures.

Twitter users exhibited coping behaviours during the COVID-19 lockdown: an analysis of tweets using mixed methods

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ruchi Mittal ◽  
Wasim Ahmed ◽  
Amit Mittal ◽  
Ishan Aggarwal
Keyword(s):  
Data Analysis ◽  
The Body ◽  
Data Set ◽  
Content Type ◽  
Twitter Data ◽  
Long Run ◽  
The World ◽  
Twitter Users ◽  
The Government ◽  
Using Data

Purpose Using data from Twitter, the purpose of this paper is to assess the coping behaviour and reactions of social media users in response to the initial days of the COVID-19-related lockdown in different parts of the world. Design/methodology/approach This study follows the quasi-inductive approach which allows the development of pre-categories from other theories before the sampling and coding processes begin, for use in those processes. Data was extracted using relevant keywords from Twitter, and a sample was drawn from the Twitter data set to ensure the data is more manageable from a qualitative research standpoint and that meaningful interpretations can be drawn from the data analysis results. The data analysis is discussed in two parts: extraction and classification of data from Twitter using automated sentiment analysis; and qualitative data analysis of a smaller Twitter data sample. Findings This study found that during the lockdown the majority of users on Twitter shared positive opinions towards the lockdown. The results also found that people are keeping themselves engaged and entertained. Governments around the world have also gained support from Twitter users. This is despite the hardships being faced by citizens. The authors also found a number of users expressing negative sentiments. The results also found that several users on Twitter were fence-sitters and their opinions and emotions could swing either way depending on how the pandemic progresses and what action is taken by governments around the world. Research limitations/implications The authors add to the body of literature that has examined Twitter discussions around H1N1 using in-depth qualitative methods and conspiracy theories around COVID-19. In the long run, the government can help citizens develop routines that help the community adapt to a new dangerous environment – this has very effectively been shown in the context of wildfires in the context of disaster management. In the context of this research, the dominance of the positive themes within tweets is promising for policymakers and governments around the world. However, sentiments may wish to be monitored going forward as large-spikes in negative sentiment may highlight lockdown-fatigue. Social implications The psychology of humans during a pandemic can have a profound impact on how COVID-19 shapes up, and this shall also include how people behave with other people and with the larger environment. Lockdowns are the opposite of what societies strive to achieve, i.e. socializing. Originality/value This study is based on original Twitter data collected during the initial days of the COVID-19-induced lockdown. The topic of “lockdowns” and the “COVID-19” pandemic have not been studied together thus far. This study is highly topical.

Dynamics of convergence behaviour in social media crisis communication – a complexity perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Milad Mirbabaie ◽  
Stefan Stieglitz ◽  
Felix Brünker
Keyword(s):  
Social Media ◽  
Emergency Management ◽  
Crisis Communication ◽  
Design Methodology ◽  
Content Type ◽  
The Public ◽  
Analysis Techniques ◽  
Twitter Data ◽  
Convergence Behaviour ◽  
Over Time

PurposeThe purpose of this study is to investigate communication on Twitter during two unpredicted crises (the Manchester bombings and the Munich shooting) and one natural disaster (Hurricane Harvey). The study contributes to understanding the dynamics of convergence behaviour archetypes during crises.Design/methodology/approachThe authors collected Twitter data and analysed approximately 7.5 million relevant cases. The communication was examined using social network analysis techniques and manual content analysis to identify convergence behaviour archetypes (CBAs). The dynamics and development of CBAs over time in crisis communication were also investigated.FindingsThe results revealed the dynamics of influential CBAs emerging in specific stages of a crisis situation. The authors derived a conceptual visualisation of convergence behaviour in social media crisis communication and introduced the terms hidden and visible network-layer to further understanding of the complexity of crisis communication.Research limitations/implicationsThe results emphasise the importance of well-prepared emergency management agencies and support the following recommendations: (1) continuous and (2) transparent communication during the crisis event as well as (3) informing the public about central information distributors from the start of the crisis are vital.Originality/valueThe study uncovered the dynamics of crisis-affected behaviour on social media during three cases. It provides a novel perspective that broadens our understanding of complex crisis communication on social media and contributes to existing knowledge of the complexity of crisis communication as well as convergence behaviour.

Research shows role of pre-hire and post-hire outcomes in effectiveness of social media recruitment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Social Media ◽  
Cost Effective ◽  
Job Seekers ◽  
Content Type ◽  
Recruitment Methods ◽  
Services Sector ◽  
Talent Retention ◽  
Credible Information ◽  
Recruitment Tool

Purpose The authors were motivated to carry out their study by the increasing popularity of social media as a recruitment tool. They focused on the recruitment managers as previous studies have concentrated on the experiences of the candidates. Design/methodology/approach The authors wanted to test two hypotheses. The first one was split into two parts – Hypothesis 1A was that: “Recruiters intentions to adopt SMR are significantly related to pre-hire ROs.” And Hypothesis 1B was that: “Recruiters intentions to adopt SMR are significantly related to post-hire ROs.” Their second hypothesis was that: “CS (credibility and satisfaction) will mediate the relationship between SMR intention and ROs”. They surveyed 240 recruitment managers in the manufacturing and services sector, in Gujarat, India. Findings The results confirmed both of the hypotheses. Firstly, the responses showed that recruiters intended to use social media as it provides pre-hire benefits. Similarly, results showed SMR is more compatible, less complex and ensures better trialability and observability. Secondly, the research showed SMR intentions are significantly related to post-hire ROs. The study proved that SMR was “cost-effective, attracts better talents and retains them”. Originality/value The study suggested social media sites like Facebook could maximize the number of applicants and be more effective than traditional advertising in targeting passive job seekers. Second, it showed managers could optimize their SM post-hire outcomes to improve talent retention. Third, the results suggested that SMR could attract dream candidates by providing credible information. Finally, HR departments needed to understand social media complements rather than replaces traditional recruitment methods.

Exploring user sentiment towards sponsorship and ambush marketing

2019 ◽  
Vol 20 (4) ◽  
pp. 583-602 ◽  
Author(s):  
Nick Burton
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Value Added ◽  
Statistical Modelling ◽  
Consumer Attitudes ◽  
Content Type ◽  
Event Marketing ◽  
Ambush Marketing ◽  
Ethics Research ◽  
Twitter Users

Purpose The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup. Design/methodology/approach The study employed a sentiment analysis, examining Twitter users’ utilization of sponsor and non-sponsor promotional hashtags. Statistical modelling programme R was used to access Twitter’s API, enabling the analysis and coding of user tweets pertaining to six marketing campaigns. The valence of each tweet – as well as the apparent user motivation underlying each post – was assessed, providing insight into Twitter users’ ethical impressions of sponsor and ambush marketer activities on social media and online engagement with social media marketing. Findings The study’s findings indicate that consumer attitudes towards ambush marketing may be significantly more positive than previously thought. Users’ attitudes towards ambush marketing appear significantly more positive than previously assumed, as users of social media emerged as highly responsive to creative and value-added non-sponsor campaigns. Originality/value The findings affirm that sentiment analysis may afford scholars and practitioners a viable means of assessing consumer attitudes towards social marketing activations, dependent upon campaign objectives and strategy. The study provides a new and invaluable context to consumer affect and ambush ethics research, advancing sponsorship and ambush marketing delivery and social sponsorship analytical practice.

Understanding clients’ experience of trust and distrust in dwelling fit-out projects

2019 ◽  
Vol 26 (3) ◽  
pp. 444-461 ◽  
Author(s):  
Yan Ning ◽  
Minjie Feng ◽  
Jin Feng ◽  
Xiao Liu
Keyword(s):  
Data Sources ◽  
Response Strategy ◽  
Research Strategies ◽  
Cost Performance ◽  
Content Type ◽  
Face To Face ◽  
Multiple Data ◽  
The Face ◽  
Gathering Data ◽  
Proper Balance

PurposeDrawing upon the ambivalence literature, the purpose of this paper is to explore clients’ ambivalence caused by the co-existence of trust and distrust and to investigate how clients respond to the ambivalence.Design/methodology/approachQualitative research strategies using multiple data sources were adopted. Face-to-face interviews were the major method for gathering data. Additional data sources included archival cases, official reports, regulations and rules and survey reports.FindingsThe results identified that clients’ ambivalence occurs in the face of the co-existence of trust and distrust. Clients might trust contractors on certain aspects and distrust of others or when they realize that trust and/or distrust have mixed merits and demerits. As a response strategy to the ambivalence, clients may choose to oscillate between trust and distrust in accordance with contractors’ quality and cost performance.Research limitations/implicationsOne limitation is that dwelling fit-out projects are generally small in size. Parties in small size projects might have different mindsets than large projects. Thus, it is worthwhile to extend the framework to the context of large projects.Practical implicationsManagers or clients should be aware of the double-edged sword nature of trust and distrust. To deal with the ambivalence resulting from co-existence of trust and distrust, a proper balance of trust and distrust might be effective.Originality/valueThis study contributes an ambivalence approach to the trust research in project management.

scholarly journals Electronic Cigarette Users' Perspective on the COVID-19 Pandemic: Observational Study Using Twitter Data (Preprint)

2020 ◽  
Author(s):  
Yankun Gao ◽  
Zidian Xie ◽  
Dongmei Li
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Topic Modeling ◽  
Viral Infections ◽  
Application Programming Interface ◽  
Electronic Cigarette ◽  
Twitter Data ◽  
Social Media Platforms ◽  
Twitter Users ◽  
Public Health Practitioners

BACKGROUND Previous studies have shown that electronic cigarette (e-cigarette) users might be more vulnerable to COVID-19 infection and could develop more severe symptoms if they contract the disease owing to their impaired immune responses to viral infections. Social media platforms such as Twitter have been widely used by individuals worldwide to express their responses to the current COVID-19 pandemic. OBJECTIVE In this study, we aimed to examine the longitudinal changes in the attitudes of Twitter users who used e-cigarettes toward the COVID-19 pandemic, as well as compare differences in attitudes between e-cigarette users and nonusers based on Twitter data. METHODS The study dataset containing COVID-19–related Twitter posts (tweets) posted between March 5 and April 3, 2020, was collected using a Twitter streaming application programming interface with COVID-19–related keywords. Twitter users were classified into two groups: Ecig group, including users who did not have commercial accounts but posted e-cigarette–related tweets between May 2019 and August 2019, and non-Ecig group, including users who did not post any e-cigarette–related tweets. Sentiment analysis was performed to compare sentiment scores towards the COVID-19 pandemic between both groups and determine whether the sentiment expressed was positive, negative, or neutral. Topic modeling was performed to compare the main topics discussed between the groups. RESULTS The US COVID-19 dataset consisted of 4,500,248 COVID-19–related tweets collected from 187,399 unique Twitter users in the Ecig group and 11,479,773 COVID-19–related tweets collected from 2,511,659 unique Twitter users in the non-Ecig group. Sentiment analysis showed that Ecig group users had more negative sentiment scores than non-Ecig group users. Results from topic modeling indicated that Ecig group users had more concerns about deaths due to COVID-19, whereas non-Ecig group users cared more about the government’s responses to the COVID-19 pandemic. CONCLUSIONS Our findings show that Twitter users who tweeted about e-cigarettes had more concerns about the COVID-19 pandemic. These findings can inform public health practitioners to use social media platforms such as Twitter for timely monitoring of public responses to the COVID-19 pandemic and educating and encouraging current e-cigarette users to quit vaping to minimize the risks associated with COVID-19.

scholarly journals Linking Twitter and survey data: asymmetry in quantity and its impact

2021 ◽  
Vol 10 (1) ◽  
Author(s):  
Tarek Al Baghal ◽  
Alexander Wenz ◽  
Luke Sloan ◽  
Curtis Jessop
Keyword(s):  
Social Media ◽  
Survey Data ◽  
Linked Data ◽  
Social Research ◽  
Data Sources ◽  
Social Media Data ◽  
Twitter Data ◽  
Unique Source ◽  
Methodological Aspects ◽  
Media Data

AbstractLinked social media and survey data have the potential to be a unique source of information for social research. While the potential usefulness of this methodology is widely acknowledged, very few studies have explored methodological aspects of such linkage. Respondents produce planned amounts of survey data, but highly variant amounts of social media data. This study explores this asymmetry by examining the amount of social media data available to link to surveys. The extent of variation in the amount of data collected from social media could affect the ability to derive meaningful linked indicators and could introduce possible biases. Linked Twitter data from respondents to two longitudinal surveys representative of Great Britain, the Innovation Panel and the NatCen Panel, show that there is indeed substantial variation in the number of tweets posted and the number of followers and friends respondents have. Multivariate analyses of both data sources show that only a few respondent characteristics have a statistically significant effect on the number of tweets posted, with the number of followers being the strongest predictor of posting in both panels, women posting less than men, and some evidence that people with higher education post less, but only in the Innovation Panel. We use sentiment analyses of tweets to provide an example of how the amount of Twitter data collected can impact outcomes using these linked data sources. Results show that more negatively coded tweets are related to general happiness, but not the number of positive tweets. Taken together, the findings suggest that the amount of data collected from social media which can be linked to surveys is an important factor to consider and indicate the potential for such linked data sources in social research.

A systematic review of text mining approaches applied to various application areas in the biomedical domain

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sudha Cheerkoot-Jalim ◽  
Kavi Kumar Khedo
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Biomedical Application ◽  
Data Sources ◽  
Biomedical Text ◽  
Biomedical Text Mining ◽  
Biomedical Domain ◽  
Content Type ◽  
Health Related ◽  
Research Questions

Purpose This work shows the results of a systematic literature review on biomedical text mining. The purpose of this study is to identify the different text mining approaches used in different application areas of the biomedical domain, the common tools used and the challenges of biomedical text mining as compared to generic text mining algorithms. This study will be of value to biomedical researchers by allowing them to correlate text mining approaches to specific biomedical application areas. Implications for future research are also discussed. Design/methodology/approach The review was conducted following the principles of the Kitchenham method. A number of research questions were first formulated, followed by the definition of the search strategy. The papers were then selected based on a list of assessment criteria. Each of the papers were analyzed and information relevant to the research questions were extracted. Findings It was found that researchers have mostly harnessed data sources such as electronic health records, biomedical literature, social media and health-related forums. The most common text mining technique was natural language processing using tools such as MetaMap and Unstructured Information Management Architecture, alongside the use of medical terminologies such as Unified Medical Language System. The main application area was the detection of adverse drug events. Challenges identified included the need to deal with huge amounts of text, the heterogeneity of the different data sources, the duality of meaning of words in biomedical text and the amount of noise introduced mainly from social media and health-related forums. Originality/value To the best of the authors’ knowledge, other reviews in this area have focused on either specific techniques, specific application areas or specific data sources. The results of this review will help researchers to correlate most relevant and recent advances in text mining approaches to specific biomedical application areas by providing an up-to-date and holistic view of work done in this research area. The use of emerging text mining techniques has great potential to spur the development of innovative applications, thus considerably impacting on the advancement of biomedical research.

scholarly journals Evolution of corporate reputation during an evolving controversy

2019 ◽  
Vol 23 (1) ◽  
pp. 52-71 ◽  
Author(s):  
Siyoung Chung ◽  
Mark Chong ◽  
Jie Sheng Chua ◽  
Jin Cheon Na
Keyword(s):  
Machine Learning ◽  
Social Media ◽  
Sentiment Analysis ◽  
Corporate Reputation ◽  
Supervised Machine Learning ◽  
Future Research ◽  
Content Type ◽  
Twitter Users ◽  
Corporate Crisis ◽  
The Impact

PurposeThe purpose of this paper is to investigate the evolution of online sentiments toward a company (i.e. Chipotle) during a crisis, and the effects of corporate apology on those sentiments.Design/methodology/approachUsing a very large data set of tweets (i.e. over 2.6m) about Company A’s food poisoning case (2015–2016). This case was selected because it is widely known, drew attention from various stakeholders and had many dynamics (e.g. multiple outbreaks, and across different locations). This study employed a supervised machine learning approach. Its sentiment polarity classification and relevance classification consisted of five steps: sampling, labeling, tokenization, augmentation of semantic representation, and the training of supervised classifiers for relevance and sentiment prediction.FindingsThe findings show that: the overall sentiment of tweets specific to the crisis was neutral; promotions and marketing communication may not be effective in converting negative sentiments to positive sentiments; a corporate crisis drew public attention and sparked public discussion on social media; while corporate apologies had a positive effect on sentiments, the effect did not last long, as the apologies did not remove public concerns about food safety; and some Twitter users exerted a significant influence on online sentiments through their popular tweets, which were heavily retweeted among Twitter users.Research limitations/implicationsEven with multiple training sessions and the use of a voting procedure (i.e. when there was a discrepancy in the coding of a tweet), there were some tweets that could not be accurately coded for sentiment. Aspect-based sentiment analysis and deep learning algorithms can be used to address this limitation in future research. This analysis of the impact of Chipotle’s apologies on sentiment did not test for a direct relationship. Future research could use manual coding to include only specific responses to the corporate apology. There was a delay between the time social media users received the news and the time they responded to it. Time delay poses a challenge to the sentiment analysis of Twitter data, as it is difficult to interpret which peak corresponds with which incident/s. This study focused solely on Twitter, which is just one of several social media sites that had content about the crisis.Practical implicationsFirst, companies should use social media as official corporate news channels and frequently update them with any developments about the crisis, and use them proactively. Second, companies in crisis should refrain from marketing efforts. Instead, they should focus on resolving the issue at hand and not attempt to regain a favorable relationship with stakeholders right away. Third, companies can leverage video, images and humor, as well as individuals with large online social networks to increase the reach and diffusion of their messages.Originality/valueThis study is among the first to empirically investigate the dynamics of corporate reputation as it evolves during a crisis as well as the effects of corporate apology on online sentiments. It is also one of the few studies that employs sentiment analysis using a supervised machine learning method in the area of corporate reputation and communication management. In addition, it offers valuable insights to both researchers and practitioners who wish to utilize big data to understand the online perceptions and behaviors of stakeholders during a corporate crisis.

Sign in / Sign up

Export Citation Format

Share Document