Applying sentiment analysis in social web for smart decision support marketing.
學年 106
學期 1
出版（發表）日期 2018-01-31
作品名稱 Applying sentiment analysis in social web for smart decision support marketing.
作品名稱（其他語言）
著者 Shih-Jung Wu; Rui-Dong Chiang; Han-Chi Chang
單位
出版者
著錄名稱、卷期、頁數 Journal of Ambient Intelligence and Humanized Computing, p.1-10
摘要 Because of the rapid development of communication and service in Taiwan, competition among telecommunication companies has become ever fiercer. Differences in marketing strategy usually become the key factor in keeping existing customers while attracting new ones. Although electronic word-of-mouth (e-WOM) is one of the most important pieces of information to a consumer making a purchase decision, very few articles on opinion mining have discussed and compared the relationship between multifaceted word-of-mouth (WOM) and marketing strategy. In this paper, we use our Chinese opinion-mining system (Wu et al. in J Supercomput 73:2987–3001, 2017) not only to retrieve articles related to 4G and conduct reputation analysis but also to discuss the relation between WOM and marketing strategy. The results show that (1) e-WOM can immediately and directly reflect the results of marketing strategy, and (2) although users are primarily concerned with aspects of price, online speed, and signal quality, for most Taiwanese customers, price is the key in choosing a telecommunication company. Moreover, although this paper used 4G-related articles from June 2014 to June 2015 for analysis, the results are consistent with the Taiwanese telecommunication companies’ current marketing strategy of attracting customers through low pricing
關鍵字 Electronic word-of-mouth;Sentiment analysis;Opinion leaders;Online marketing
語言 zh_TW
ISSN 1868-5137; 1868-5145
期刊性質 國外
收錄於 SCI EI
產學合作
通訊作者 Wu, Shih-Jung
審稿制度 是
國別 CHE
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/116241 )

SDGS 產業創新與基礎設施