What are consumers saying online about your products?: mining the text of online reviews to uncover hidden features

Date

2021

Director

Publisher

Henry Stewart Publications
Acceso cerrado / Sarbide itxia
Artículo / Artikulua

Project identifier

Abstract

Thanks to the growth of the internet and the increasing use of social networks, companies can now access huge volumes of online texts in order to understand consumers¿ preferences and needs. This article illustrates some methods to extrapolate information from such texts. The text-mining analysis covers such issues as word frequency, sentiment analysis, paired words, similarities in textual content and the main topics discussed in online reviews. From a practical point of view, brand managers can use the proposed methods to gain consumer insights into products and brands, to be able to improve and adapt their marketing strategies.

Description

Acceso cerrado a este documento. No se encuentra disponible para la consulta pública. Depositado en Academica-e para cumplir con los requisitos de evaluación y acreditación académica del autor/a (sexenios, acreditaciones, etc.).

Keywords

eWOM, Online reviews, Text mining, Sentiment analysis, Topic modelling

Department

Gestión de Empresas / Enpresen Kudeaketa

Faculty/School

Degree

Doctorate program

item.page.cita

Alzate, M., Arce-Urriza, M., Cebollada, J. (2021) What are consumers saying online about your products?: mining the text of online reviews to uncover hidden features. Journal Of Digital And Social Media Marketing, 9(2), 169-186

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© 2021 Henry Stewart Publications

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