Uniting the Tribes Berger, Jonah; Humphreys, Ashlee; Ludwig, Stephan ...
Journal of marketing,
01/2020, Letnik:
84, Številka:
1
Journal Article
Recenzirano
Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But ...howcan marketers best use such data? This article provides an overview of automated textual analysis and details how it can be used to generate marketing insights. The authors discuss how text reflects qualities of the text producer (and the context in which the text was produced) and impacts the audience or text recipient. Next, they discuss howtext can be a powerful tool both for prediction and for understanding (i.e., insights).Then, the authorsoverview methodologies and metrics used in text analysis, providing a set of guidelines and procedures. Finally, they further highlight some common metrics and challenges and discuss howresearchers can address issues of internal and external validity. They conclude with a discussion of potential areas for future work. Along the way, the authors note how textual analysis can unite the tribes of marketing. While most marketing problems are interdisciplinary, the field is often fragmented. By involving skills and ideas from each of the subareas of marketing, text analysis has the potential to help unite the field with a common set of tools and approaches.
Listening In on Social Media SCHWEIDEL, DAVID A.; MOE, WENDY W.
Journal of marketing research,
08/2014, Letnik:
51, Številka:
4
Journal Article
Recenzirano
In this research, the authors jointly model the sentiment expressed in social media posts and the venue format to which it was posted as two interrelated processes in an effort to provide a measure ...of underlying brand sentiment. Using social media data from firms in two distinct industries, they allow the content of the post and the underlying sentiment toward the brand to affect both processes. The results show that the inferences marketing researchers obtain from monitoring social media are dependent on where they "listen" and that common approaches that either focus on a single social media venue or ignore differences across venues in aggregated data can lead to misleading brand sentiment metrics. The authors validate the approach by comparing their model-based measure of brand sentiment with performance measures obtained from external data sets (stock prices for both brands and an offline brand-tracking study for one brand). They find that their measure of sentiment serves as a leading indicator of the changes observed in these external data sources and outperforms other social media metrics currently used.
Whereas recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual's decision to contribute these ...opinions. In this research, we empirically model the individual's decision to provide a product rating and investigate factors that influence this decision. Specifically, we consider how previously posted ratings may affect an individual's posting behavior in terms of
whether
to contribute (incidence) and
what
to contribute (evaluation), and we identify
selection effects
that influence the incidence decision and
adjustment effects
that influence the evaluation decision.
Across individuals, our results show that positive ratings environments increase posting incidence, whereas negative ratings environments discourage posting. Our results also indicate important differences across individuals in how they respond to previously posted ratings, with less frequent posters exhibiting bandwagon behavior and more active customers revealing differentiation behavior. These dynamics affect the evolution of online product opinions. Through simulations, we illustrate how the evolution of posted product opinions is shaped by the underlying customer base and show that customer bases with the same median opinion may evolve in substantially different ways because of the presence of a core group of "activists" posting increasingly negative opinions.
While the data from social media platforms are abundant, social media has primarily been viewed as a channel through which marketers can reach consumers. While its use as a promotional channel is ...important, this perspective ignores the potential value of social media data. From social media data, much can be learned about individual consumers and more broadly networks of consumers. Viewed in this way, social media data can be an important source of insights into consumers that can be used to support marketing decisions. In contrast to more traditional means of gathering insights, social media data are freely provided by the consumers themselves, allowing marketers to hear the “voice of the consumer” directly. In this paper, the authors introduce a framework that views social media data as a source of marketing insights. They then discuss the characteristics of social data that have required innovation in the analytic approaches used to derive actionable marketing insights. The authors identify and elaborate on specific topics in which they believe that social media analytics can serve as a valuable tool for marketers, as well as discuss areas of opportunity for future research.
Abstract
Social media offers brands the ability to gauge consumer reactions to marketing and brand crises. While social media listening has focused on aggregate patterns, consumers differ in how they ...react to a crisis faced by a particular brand. Analyzing consumer behavior for 39 brands pertaining to 77 brand crises through the lens of consumer posts on brands’ Facebook pages, we find that consumers’ prior online interactions with the brand and the nature of the brand crisis moderate the language they employ in their posts. Specifically, these factors affect the extent to which consumers express anger and the familiarity of their language. While consumers who have not engaged with the brand previously employ more familiar language and self-referencing following values-related crises compared to consumers who have interacted with the brand, these individuals express more anger after performance-related crises. In contrast, consumers who have previously interacted with the brand express more anger in the wake of values-related crises. We discuss the implications of our findings for brand managers using social media posts as a means of monitoring consumer perceptions.
From advertisers and marketers to salespeople and leaders, everyone wants to hold attention. They want to make ads, pitches, presentations, and content that captivates audiences and keeps them ...engaged. But not all content has that effect. What makes some content more engaging? A multimethod investigation combines controlled experiments with natural language processing of 600,000 reading sessions from over 35,000 pieces of content to examine what types of language hold attention and why. Results demonstrate that linguistic features associated with processing ease (e.g., concrete or familiar words) and emotion both play an important role. Rather than simply being driven by valence, though, the effects of emotional language are driven by the degree to which different discrete emotions evoke arousal and uncertainty. Consistent with this idea, anxious, exciting, and hopeful language holds attention while sad language discourages it. Experimental evidence underscores emotional language's causal impact and demonstrates the mediating role of uncertainty and arousal. The findings shed light on what holds attention; illustrate how content creators can generate more impactful content; and, as shown in a stylized simulation, have important societal implications for content recommendation algorithms.
Binge Watching and Advertising Schweidel, David A.; Moe, Wendy W.
Journal of marketing,
09/2016, Letnik:
80, Številka:
5
Journal Article
Recenzirano
How users consume media has shifted dramatically as viewers migrate from traditional broadcast channels toward online channels. Rather than following the schedule dictated by television networks and ...consuming one episode of a series each week, many viewers now engage in binge watching, which involves consuming several episodes of the same series in a condensed period of time. In this research, the authors decompose users' viewing behavior into (1) whether the user continues the viewing session after each episode viewed, (2) whether the next episode viewed is from the same or a different series, and (3) the time elapsed between sessions. Applying this modeling framework to data provided by Hulu.com, a popular online provider of broadcast and cable television shows, the authors examine the drivers of binge watching behavior, distinguishing between user-level traits and states determined by previously viewed content. The authors simultaneously investigate users' response to advertisements. Many online video providers support their services with advertising revenue; thus, understanding how users respond to advertisements and how advertising affects subsequent viewing is of paramount importance to both advertisers and online video providers. The results of the study reveal that advertising responsiveness differs between bingers and nonbingers and that it changes over the course of online viewing sessions. The authors discuss the implications of their results for advertisers and online video platforms.
Marketing is the functional area primarily responsible for driving the organic growth of a firm. In the age of digital marketing and big data, marketers are inundated with increasingly rich data from ...an ever-expanding array of sources. Such data may help marketers generate insights about customers and competitors. One fundamental question remains: How can marketers wrestle massive flows of existing and nascent data resources into coherent, effective growth strategies? Against such a backdrop, the Marketing Science Institute has made “capturing information to fuel growth” a top research priority. The authors begin by discussing the streetlight effect—an overreliance on readily available data due to ease of measurement and application—as contributing to the disconnect between marketing data growth and firm growth. They then use the customer equity framework to structure the discussion of six areas where they see substantial undertapped opportunities: incorporating social network and biometric data in customer acquisition, trend and competitive interaction data in customer development, and unstructured and causal data in customer retention. The authors highlight challenges that obstruct firms from realizing such data-driven growth opportunities and how future research may help overcome those challenges.
We develop a model that examines the role of content, content-user fit, and influence on social media rebroadcasting behavior. While previous research has studied the role of content or the role of ...influence in the spread of social media content separately, none has simultaneously examined both in an effort to assess the relative effects of each. Our modeling approach also accounts for a message's “fit” with users, based on the content of the message and the content of messages typically shared by users.
As an empirical application, we examine how Twitter posts originating from top business schools are subsequently rebroadcasted (or retweeted) by other users. We employ an individual-level split hazard model that accounts for variation in rebroadcasting decisions related to (1) content, (2) the content-user fit and (3) the influence of other users. We find that the rebroadcasting a message depends not only on message content but also on the message's fit with a user. Our analysis also yields measures of influence and susceptibility to influence for each user, which can be used to identify influential social media users. We demonstrate how our approach can be used to evaluate different types of seeding strategies designed to increase the reach of social media messages.
