淡江大學機構典藏:Item 987654321/116241
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    题名: Applying sentiment analysis in social web for smart decision support marketing.
    作者: Wu, Shih-Jung;Chiang, Rui-Dong;Chang, Han-Chi
    关键词: Electronic word-of-mouth;Sentiment analysis;Opinion leaders;Online marketing
    日期: 2018-01-31
    上传时间: 2019-04-13 12:10:48 (UTC+8)
    出版者: Springer Berlin Heidelberg
    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
    關聯: Journal of Ambient Intelligence and Humanized Computing, p.1-10
    DOI: 10.1007/s12652-018-0683-9
    显示于类别:[資訊創新與科技學系] 期刊論文

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