Posts tonen met het label WOM. Alle posts tonen
Posts tonen met het label WOM. Alle posts tonen
woensdag 29 augustus 2012
woensdag 11 juli 2012
e-WOM
Artikel over belang van e-wom, in vergelijking tot wom, invloed op koopgedrag,
nav bonner en willemsen in bundel Christien
Sun, Youn, Wu & Kuntaraporn 2006
Ander artikel: over Lurking and Posting. Blijkt dat posters beinvloed worden door de negatieve mening van andere posters, en hun mening bijstellen.
Schlosser, AE. 2005
Posters (those communicating their experience to others) are influenced only by another’s negative opinion because it triggers such social concerns as appearing indiscriminate. Consequently, they adjust their public attitudes downward. Self‐presentational concerns appear to cause this negativity bias: lurkers (those not posting their opinion) were less affected by another’s negative opinion. Furthermore, posters presented more than one side when publicly explaining their attitudes. These effects persisted despite posters’ favorable product experiences and commitment to these attitudes.
Paper Abstract Kerkhof
Het vermenselijken van een bedrijf: effecten van persoonlijke vs. onpersoonlijke
bedrijfsreacties op negatieve online consumenten reviews
nav bonner en willemsen in bundel Christien
Sun, Youn, Wu & Kuntaraporn 2006
Ander artikel: over Lurking and Posting. Blijkt dat posters beinvloed worden door de negatieve mening van andere posters, en hun mening bijstellen.
Schlosser, AE. 2005
Posters (those communicating their experience to others) are influenced only by another’s negative opinion because it triggers such social concerns as appearing indiscriminate. Consequently, they adjust their public attitudes downward. Self‐presentational concerns appear to cause this negativity bias: lurkers (those not posting their opinion) were less affected by another’s negative opinion. Furthermore, posters presented more than one side when publicly explaining their attitudes. These effects persisted despite posters’ favorable product experiences and commitment to these attitudes.
Paper Abstract Kerkhof
Het vermenselijken van een bedrijf: effecten van persoonlijke vs. onpersoonlijke
bedrijfsreacties op negatieve online consumenten reviews
woensdag 18 januari 2012
automatische kwaliteitsbepaling van forumposts
Assessing the quality of user generated content is an important problem for many web forums. While quality is currently assessed manually, we propose an algorithm to assess the quality of forum posts automatically and test it on data provided by Nabble.com. We use state-of-the-art classification techniques and experiment with five feature classes: Surface, Lexical, Syntactic, Forum specific and Similarity features. We achieve an accuracy of 89% on the task of automatically assessing post quality in the software domain using forum specific features. Without forum specific features, we achieve an accuracy of 82%.
Clues for detecting irony in user-generated contents: oh...!! it's "so easy" ;-)
We investigate the accuracy of a set of surface patterns in identifying ironic sentences in comments submitted by users to an on-line newspaper. The initial focus is on identifying irony in sentences containing positive predicates since these sentences are more exposed to irony, making their true polarity harder to recognize. We show that it is possible to find ironic sentences with relatively high precision (from 45% to 85%) by exploring certain oral or gestural clues in user comments, such as emoticons, onomatopoeic expressions for laughter, heavy punctuation marks, quotation marks and positive interjections. We also demonstrate that clues based on deeper linguistic information are relatively inefficient in capturing irony in user-generated content, which points to the need for exploring additional types of oral clues.
Topic-sentiment analysis for mass opinion
Clues for detecting irony in user-generated contents: oh...!! it's "so easy" ;-)
We investigate the accuracy of a set of surface patterns in identifying ironic sentences in comments submitted by users to an on-line newspaper. The initial focus is on identifying irony in sentences containing positive predicates since these sentences are more exposed to irony, making their true polarity harder to recognize. We show that it is possible to find ironic sentences with relatively high precision (from 45% to 85%) by exploring certain oral or gestural clues in user comments, such as emoticons, onomatopoeic expressions for laughter, heavy punctuation marks, quotation marks and positive interjections. We also demonstrate that clues based on deeper linguistic information are relatively inefficient in capturing irony in user-generated content, which points to the need for exploring additional types of oral clues.
Topic-sentiment analysis for mass opinion
corpusonderzoek en automatisering
Automatic creation of a reference corpus for political opinion mining in user-generated content
We propose and evaluate a method for automatically creating a reference corpus for training text classification procedures for mining political opinions in user-generated content. The process starts by compiling a collection of highly opinionated comments posted by users on an on-line newspaper. Then, we define and use a set of manually-crafted high-precision rules supported by a large sentiment-lexicon in order to identify sentences in each comment expressing opinions about political entities. Finally, the opinions found are propagated to the remainder sentences of the comment mentioning the same entities, thus increasing the number and variety of opinion-bearing sentences. Results show that most of the rules can identify negative opinions with very high precision, and these can be safely propagated to the remainder sentences in the comment in almost 100% of the cases. Due to problems arising from irony, the precision of identification drops for positive opinions, but several rules still reach high precision. Propagation of positive opinions is correct in about 77% of the cases, and most errors at this stage result from irony and polarity inversion throughout the comment.
We propose and evaluate a method for automatically creating a reference corpus for training text classification procedures for mining political opinions in user-generated content. The process starts by compiling a collection of highly opinionated comments posted by users on an on-line newspaper. Then, we define and use a set of manually-crafted high-precision rules supported by a large sentiment-lexicon in order to identify sentences in each comment expressing opinions about political entities. Finally, the opinions found are propagated to the remainder sentences of the comment mentioning the same entities, thus increasing the number and variety of opinion-bearing sentences. Results show that most of the rules can identify negative opinions with very high precision, and these can be safely propagated to the remainder sentences in the comment in almost 100% of the cases. Due to problems arising from irony, the precision of identification drops for positive opinions, but several rules still reach high precision. Propagation of positive opinions is correct in about 77% of the cases, and most errors at this stage result from irony and polarity inversion throughout the comment.
Travelreviews, survey
Use and Impact of Online Travel Reviews
Consumer-generated content (CGC) is growing in importance. Especially online travel reviews written by consumers are ever more available and used to inform travel-related decisions. A Web-based survey of users of the most prominent travel review site, TripAdvisor, was conducted to investigate how other travellers’ reviews inform the trip planning process. Since current CGC statistics show generational and gender differences, the study also aimed at examining whether those carry over into the realm of travel review use. The results show that reviews are used mostly to inform accommodation decisions and are currently not used much for en route travel planning. Gender differences were found for perceived impacts of reviews, with females reaping greater benefits from using reviews, especially in terms of enjoyment and idea generation. Age differences occurred across a variety of perceptions and use behaviours. Implications for travel marketing and travel information systems design are provided.
Consumer-generated content (CGC) is growing in importance. Especially online travel reviews written by consumers are ever more available and used to inform travel-related decisions. A Web-based survey of users of the most prominent travel review site, TripAdvisor, was conducted to investigate how other travellers’ reviews inform the trip planning process. Since current CGC statistics show generational and gender differences, the study also aimed at examining whether those carry over into the realm of travel review use. The results show that reviews are used mostly to inform accommodation decisions and are currently not used much for en route travel planning. Gender differences were found for perceived impacts of reviews, with females reaping greater benefits from using reviews, especially in terms of enjoyment and idea generation. Age differences occurred across a variety of perceptions and use behaviours. Implications for travel marketing and travel information systems design are provided.
effect van eWOM, polariteit, valentie ook
CyberPsychology & Behavior
How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages
experiment
Sun-Jae Doh, M.S.
Department of Advertising and Public Relations, Chung-Ang University, Seoul, Korea.
Jang-Sun Hwang, Ph.D.
Department of Advertising and Public Relations, Chung-Ang University, Seoul, Korea.
Abstract
This experiment explored how consumers evaluate electronic word-of-mouth (eWOM) messages about products. Each participant was exposed a 10-message set in a single board. Five groups were manipulated in terms of their ratios of positive and negative messages. The result showed significant differences across various sets of eWOM messages. Although more positive sets showed higher scores in many cases, this was not true in all situations, especially for the case of credibility. Involvement and prior knowledge partially moderated the relationship between the ratio of messages and the eWOM effect. The credibility of Web sites and eWOM messages can be damaged in the long run if all of the eWOM messages are positive.
How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages
experiment
Sun-Jae Doh, M.S.
Department of Advertising and Public Relations, Chung-Ang University, Seoul, Korea.
Jang-Sun Hwang, Ph.D.
Department of Advertising and Public Relations, Chung-Ang University, Seoul, Korea.
Abstract
This experiment explored how consumers evaluate electronic word-of-mouth (eWOM) messages about products. Each participant was exposed a 10-message set in a single board. Five groups were manipulated in terms of their ratios of positive and negative messages. The result showed significant differences across various sets of eWOM messages. Although more positive sets showed higher scores in many cases, this was not true in all situations, especially for the case of credibility. Involvement and prior knowledge partially moderated the relationship between the ratio of messages and the eWOM effect. The credibility of Web sites and eWOM messages can be damaged in the long run if all of the eWOM messages are positive.
eWOM, polariteit, reputatie
Information direction, website reputation and eWOM effect: A moderating role of product type
Abstract
This article examines how the electronic word of mouth (eWOM) information direction (positive vs. negative) and a website's reputation (established vs. unestablished) contribute to the eWOM effect. The article describes a study focusing on the moderating role of the product type (search vs. experience). The results of the experiment show that the eWOM effect is greater for negative eWOM than for positive eWOM, greater for established websites than for unestablished websites, and greater for experience goods than for search goods. The results support the moderating effects of product type on the eWOM information direction-website reputation-eWOM effect relationship. The impact of negative eWOM on the eWOM effect is greater for experience goods than for search goods. Similarly, the impact of website reputation on the eWOM effect is greater for experience goods than for search goods. The findings provide managerial implications for an Internet marketing strategy.
eveneens met valence:
LEE: Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement
This study explores whether and how different online platforms to which electronic word of mouth (eWOM) communication is posted influence consumers judgements of reviewed products. Additionally, this study examines the moderating role of the valence of eWOM on the platformsconsumer product judgement relationship. Our findings indicated that, other things being equal, participants exposed to the review posted on the personal blog were more likely to attribute the review to circumstances and less likely to recommend the product to friends than those who were exposed to the review either on the independent review website or the brands website. The effect of the eWOM platforms on consumer willingness to recommend the product to friends was found only when the review was positive. When the review was negative, however, there were detrimental effects on consumer willingness to recommend the product to friends regardless of the eWOM platform. Practical and theoretical implications of the findings were discussed.
Abstract
This article examines how the electronic word of mouth (eWOM) information direction (positive vs. negative) and a website's reputation (established vs. unestablished) contribute to the eWOM effect. The article describes a study focusing on the moderating role of the product type (search vs. experience). The results of the experiment show that the eWOM effect is greater for negative eWOM than for positive eWOM, greater for established websites than for unestablished websites, and greater for experience goods than for search goods. The results support the moderating effects of product type on the eWOM information direction-website reputation-eWOM effect relationship. The impact of negative eWOM on the eWOM effect is greater for experience goods than for search goods. Similarly, the impact of website reputation on the eWOM effect is greater for experience goods than for search goods. The findings provide managerial implications for an Internet marketing strategy.
eveneens met valence:
LEE: Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement
This study explores whether and how different online platforms to which electronic word of mouth (eWOM) communication is posted influence consumers judgements of reviewed products. Additionally, this study examines the moderating role of the valence of eWOM on the platformsconsumer product judgement relationship. Our findings indicated that, other things being equal, participants exposed to the review posted on the personal blog were more likely to attribute the review to circumstances and less likely to recommend the product to friends than those who were exposed to the review either on the independent review website or the brands website. The effect of the eWOM platforms on consumer willingness to recommend the product to friends was found only when the review was positive. When the review was negative, however, there were detrimental effects on consumer willingness to recommend the product to friends regardless of the eWOM platform. Practical and theoretical implications of the findings were discussed.
eWOM versus forummededelignen
Abstract
Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers; that is, to engage in electronic word-of-mouth (eWOM) communication. Drawing on findings from research on virtual communities and traditional word-of-mouth literature, a typology for motives of consumer online articulation is developed. Using an online sample of some 2,000 consumers, information on the structure and relevance of the motives of consumers' online articulations is generated. The resulting analysis suggests that consumers' desire for social interaction, desire for economic incentives, their concern for other consumers, and the potential to enhance their own self-worth are the primary factors leading to eWOM behavior. Further, eWOM providers can be grouped based on what motivates their behavior, suggesting that firms may need to develop different strategies for encouraging eWOM behavior among their users.
Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers; that is, to engage in electronic word-of-mouth (eWOM) communication. Drawing on findings from research on virtual communities and traditional word-of-mouth literature, a typology for motives of consumer online articulation is developed. Using an online sample of some 2,000 consumers, information on the structure and relevance of the motives of consumers' online articulations is generated. The resulting analysis suggests that consumers' desire for social interaction, desire for economic incentives, their concern for other consumers, and the potential to enhance their own self-worth are the primary factors leading to eWOM behavior. Further, eWOM providers can be grouped based on what motivates their behavior, suggesting that firms may need to develop different strategies for encouraging eWOM behavior among their users.
Word of mouth
Effect van negatieve WOM - artikel (oud)
Word-of-mouth meest betrouwbare vorm van reclame
70% van WOM-mers zijn geen early adopters of innovators! Hoe die te bereiken?
Word-of-mouth meest betrouwbare vorm van reclame
70% van WOM-mers zijn geen early adopters of innovators! Hoe die te bereiken?
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