國立虎尾科技大學 |

The Effect of Twitter Sentiment on Its Proliferation.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	The Effect of Twitter Sentiment on Its Proliferation./
作者:	Hartley, Heather.
面頁冊數:	1 online resource (153 pages)
附註:	Source: Dissertation Abstracts International, Volume: 79-08(E), Section: A.
Contained By:	Dissertation Abstracts International79-08A(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9780355796193

The Effect of Twitter Sentiment on Its Proliferation.
Hartley, Heather.

The Effect of Twitter Sentiment on Its Proliferation. - 1 online resource (153 pages)

Source: Dissertation Abstracts International, Volume: 79-08(E), Section: A.

Thesis (D.B.A.)--Northcentral University, 2018.

Includes bibliographical references

The purpose of this convergent parallel mixed methods study was to explore the impact forwarded messages found in social media have on peer consumer behavior. It was suitable to use both quantitative and qualitative elements as they complemented one another and informed the research questions. Qualitative data were collected through the facilitation of two focus groups. Participants were Twitter followers who were upscale department store customers responsive to customer service experiences accessed through a social networking site. Twitter was the social media platform and data were collected and analyzed using the data tracker, Sentiment140.com, an automated software service that analyzed Twitter messages or tweets in real time, identifying trends, counting and coding sentiments or categorizing tweet types. At the same time, qualitative data were collected through the facilitation of two focus groups consisting of six participants each for a total of 12 participants. The discourse from the focus group sessions was transcribed verbatim and analyzed using NVivo 10, which aided in the identifying of themes. Resulting data were examined in terms of identifying the perceived relationship between WOM, subsequent peer messaging behaviors and its effect on branding. Identifying social media comment type---positive or negative in nature---and identifying that which has been considered valuable to customers has informed marketing opportunities. The findings of this study substantiated literature relevant to customer positivity toward services, products, and brands in general as relayed in positive tweets, which resulted in a better understanding of consumer satisfaction, and provided a basis for further study about peer purchasing behaviors. Future studies including an increased number of participants and a prolonged period of study could provide different perspectives related to influence on brand.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355796193Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

The Effect of Twitter Sentiment on Its Proliferation.
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520 $a The purpose of this convergent parallel mixed methods study was to explore the impact forwarded messages found in social media have on peer consumer behavior. It was suitable to use both quantitative and qualitative elements as they complemented one another and informed the research questions. Qualitative data were collected through the facilitation of two focus groups. Participants were Twitter followers who were upscale department store customers responsive to customer service experiences accessed through a social networking site. Twitter was the social media platform and data were collected and analyzed using the data tracker, Sentiment140.com, an automated software service that analyzed Twitter messages or tweets in real time, identifying trends, counting and coding sentiments or categorizing tweet types. At the same time, qualitative data were collected through the facilitation of two focus groups consisting of six participants each for a total of 12 participants. The discourse from the focus group sessions was transcribed verbatim and analyzed using NVivo 10, which aided in the identifying of themes. Resulting data were examined in terms of identifying the perceived relationship between WOM, subsequent peer messaging behaviors and its effect on branding. Identifying social media comment type---positive or negative in nature---and identifying that which has been considered valuable to customers has informed marketing opportunities. The findings of this study substantiated literature relevant to customer positivity toward services, products, and brands in general as relayed in positive tweets, which resulted in a better understanding of consumer satisfaction, and provided a basis for further study about peer purchasing behaviors. Future studies including an increased number of participants and a prolonged period of study could provide different perspectives related to influence on brand.
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