Reading Between the Lines: Understanding Customer Experience With Disruptive Technology Through Online Reviews

A customer’s experience with a brand, as evidenced in online customer reviews, has attracted multidisciplinary scholarly attention. Customer experience plays an important role as an antecedent to brand engagement, brand adoption, and eventual brand loyalty. Thus, it is important for businesses to understand their customers’ experiences so that they can make changes as necessary. The COVID-19 pandemic has brought unprecedented changes to the business landscape, forcing businesses to move online, with many utilizing enterprise video conferencing (EVC) to maintain daily operations. To ensure efficient digitization, many turned to the online reviews of others’ experiences with EVC before engaging with it themselves. This research examined how the customer experience is portrayed through emotional tone and word choice in online reviews for the EVC platform Zoom. Using computerized text analysis, key differences were found in the emotional tone and word choice for low- and high-rated reviews. The complexity and emotionality expressed in reviews have implications on the usability of the review for others. The results from this study suggest that online customer reviews with a high rating express a higher level of expertise and confidence than low-rated reviews. Given the potential dissemination and impact, digital marketers may be well advised to first and foremost respond to online reviews that are high in emotional tone.

Innovations in Text Analysis: Review of the International Conference MAXDAYS2

The article analyzes the conference held online by the German company VERBI Software GmbH - a developer of the well-known MAXQDA software designed for computerized content analysis of texts. Over the past decade Russian undergraduate and graduate students have been actively using this program in their research work as evidenced by a number of publications including in the "Istoricheskaya Informatika" journal. The author focuses on the dynamics of topics of the annual 2019-2021 conferences and characterizes the latest online conference. The author draws attention to the fact that the online status of the conference resulted in a sharp increase in the number of participants in comparison with previous traditional conferences. The novelty of this study is the fact that the author compares the reports of three conferences focusing on the range of methodological and methodical issues of computerized text analysis, constant update of research tools, new trends in the provision of educational materials to program users including open access to Maxqda Press publications. The article provides useful links to conference materials posted both on the developer's website and on YouTube. The author pays attention to those tools (platforms for online conferences) which are used by software developers to attract the maximum number of participants: free conference registration, user-friendly interface and international aware work (9 languages).

The problem of the development of the historical and cultural heritage of the Returned Lands (Poland) on the pages of the Osadnik magazine: the experience of content analysis

After the Second World War the former eastern provinces of Germany, called the Recovered Territories, were joined to Poland. The purpose of the study is to identify the main approaches to the development of the historical and cultural heritage of new territories, presented on the pages of the Polish magazine “Osadnik” (1946–1948), using the methods of computerized text analysis. It is concluded that two interrelated tendencies were the main ones in the policy of the state – the removal from the cultural landscape German features and the return of its Polish appearance.

What Does Rigged Mean? Partisan and Widely Shared Perceptions of Threats to Elections

This article is a piece of a larger line of research supported by the Democracy Fund studying how to communicate about threats to elections in ways that do not dampen people’s desire to vote or make them question the integrity of electoral outcomes. It reports findings from a computerized text analysis of 2,970 open-ended survey responses in the field during the fall of 2018 to the prompt “when people say that elections are rigged, what do you think they mean?” Four key themes emerged in the data: (1) Democrats and Republicans were equally likely to regard electoral outcomes as predetermined, (2) Republicans were twice as likely to be concerned about illegal voting than Democrats, (3) Democrats were slightly more likely to be upset about money in politics than Republicans, and (4) Democrats were twice as likely to be preoccupied with Russian meddling than Republicans. A qualitative analysis of the first theme revealed both similarities across partisans as well as how Democrats focus on how threats to elections benefit people already in power, whereas Republicans worry that elections are threatened by ordinary people cheating. These findings, and the nuances contributing to them, raise new paths for research on communicating about elections without decreasing people’s faith in them.

Interpersonal Focus in the Emotional Autobiographical Memories of Older and Younger Adults

The present study examined the interpersonal focus within autobiographical memories (AMs) of older and younger adults from the perspective of socioemotional selectivity theory (SST). Specifically, we measured interpersonal focus directly through rater codings (relational vs. individual focus) and social word use, and indirectly through personal pronoun use. Forty-five older ( Mage = 76.76) and 25 younger ( Mage = 18.64) adults recalled positive and negative AMs, which were then coded and processed through computerized text analysis software to obtain word-use counts. Consistent with SST, the positive AMs of older adults were more interpersonally focused compared to negative AMs and younger adults. The results suggest that the positive life experiences of older adults tend to be associated with a high degree of social importance and focus on others.

How executives talk

Purpose This paper aims to explore how chief executive officers (CEOs) and C-suite marketing executives (chief marketing officers [CMOs], chief customer officers [CCOs], chief branding officers [CBOs], etc.) talk about marketing concepts to better understand how marketers can more effectively articulate their value and increase their strategic influence within the firm. Design/methodology/approach Artificial intelligence-enabled computerized text analysis was used to identify and weight keywords from 266 CEO and C-suite marketing executive interviews. Custom marketing concept dictionaries were used to gauge overall marketing focus. Findings The analysis revealed opportunities for C-suite marketers to align specific marketing concepts with that of CEOs for increased strategic influence. Comparisons between C-suite marketing roles showed that CMOs are more focused on marketing strategy than specialized C-suite marketing positions, such as CCO and CBO. This points to a potential decrease in strategic impact for marketing executives dependent on the specialization of their position. Research limitations/implications Using IBM Watson’s black-box artificial intelligence may limit the ability to replicate results from the content analysis; however, the results identify important ways that marketing executives can use to increase their ability to articulate their value within the firm. Practical implications C-suite marketing executives who want to increase the strategic alignment of their role with their firm must pay close attention to the marketing concepts they talk about, and how those align with their CEO’s marketing knowledge. The creation of specialized C-suite marketing roles may unintentionally limit the strategic thinking and firm-level impact of marketers. Originality/value This paper represents the first use of artificial intelligence-enabled computerized text analysis to explore and compare executive speech acts to help increase marketing’s influence in the firm. It is also the first to explore differences in marketing concept use between C-suite marketing roles.