Twitter Power: Tweets as Electronic Word of Mouth
Twitter Power: Tweets as Electronic Word of Mouth
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DOI：
10.1002/asi.21149
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发表时间：
2009-11-01
影响因子：
--
通讯作者：
Chowdury, Abdur
中科院分区：
文献类型：
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作者：
Jansen, Bernard J.;Zhang, Mimi;Chowdury, Abdur
在本文中，我们报告了研究结果，调查微博作为一种电子口碑形式，用于分享消费者对品牌的看法。我们分析了超过 150,000 条包含品牌评论、情绪和观点的微博帖子。我们调查了这些微博帖子的整体结构、表达类型以及积极或消极情绪的变化。我们将这些微博中情绪分类的自动化方法与手动编码进行了比较。我们使用案例研究方法，分析了企业帐户中推文的范围、频率、时间和内容。我们的研究结果显示，19% 的微博提及某个品牌。在品牌微博中，近20%包含一些品牌情感的表达。其中，超过 50% 的人对公司或产品持积极态度，33% 的人持批评态度。我们对自动编码和手动编码的比较表明两种方法之间没有显着差异。在分析微博的结构和组成时，推文的语言结构近似于自然语言表达的语言模式。我们发现微博是一种用于客户口碑传播的在线工具，并讨论了使用微博作为其整体营销策略的一部分对企业的影响。
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 19% of microblogs contain mention of a brand. Of the branding microblogs, nearly 20% contained some expression of brand sentiments. Of these, more than 50% were positive and 33% 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.