| Autor: |
Vanderkooi, Dane, Mashatan, Atefeh, Turetken, Ozgur |
| Zdroj: |
Journal of Business Analytics; April 2024, Vol. 7 Issue: 2 p63-82, 20p |
| Abstrakt: |
ABSTRACTOne modern strategy to anticipate consumer reaction to new products and services involves looking towards social media sites to explore consumer opinions. A rich body of literature on social media marketing suggests that an effective way to leverage social media platforms is the empirical analysis of electronic word-of-mouth (eWOM), particularly through sentiment analysis (SA). We propose a novel method for innovators to leverage social media by exploring how breaking media attention on notable corporate events impacts the general public sentiment surrounding a pre-introduced, potentially disruptive innovation(PPDI). Twitter conversations surrounding Facebook’s pre-introducedpayment system called Libra, a permissioned blockchain-based cryptocurrency, were analysed as a case study. The analysis suggests that breaking media attention leads to a significant change in sentiment polarity. An event with a preannouncement leads to an emotional momentum effect whereby sentiment polarity accumulates across an anticipation period. Implications for how managers may leverage these insights are discussed. |
| Databáze: |
Supplemental Index |
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