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Micro-blogging as online word of mouth branding

Published: 04 April 2009 Publication History

Abstract

In this paper, we report research results investigating micro-blogging as a form of online word of mouth branding. We analyzed 149,472 micro-blog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these micro-blog postings, types of expressions, and sentiment fluctuations. Of the branding micro-blogs, nearly 20 percent contained some expressions of branding sentiments. Of these tweets with sentiments, more than 50 percent were positive and 33 percent critical of the company or product. We discuss the implications for organizations in using micro-blogging as part of their overall marketing strategy and branding campaigns.

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    cover image ACM Conferences
    CHI EA '09: CHI '09 Extended Abstracts on Human Factors in Computing Systems
    April 2009
    2470 pages
    ISBN:9781605582474
    DOI:10.1145/1520340
    Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

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    Published: 04 April 2009

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    1. branding
    2. micro-blogging
    3. social networking
    4. twittering

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    • (2022)Mapping Distinct Source and Target Domains on Amazon Product Customer Critiques with Cross Domain Sentiment Analysis2022 Second International Conference on Artificial Intelligence and Smart Energy (ICAIS)10.1109/ICAIS53314.2022.9742732(782-786)Online publication date: 23-Feb-2022
    • (2021)Word Embedding Techniques for Sentiment AnalyzersNew Opportunities for Sentiment Analysis and Information Processing10.4018/978-1-7998-8061-5.ch013(233-252)Online publication date: 2021
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    • (2021)Sentiment Analysis using Machine Learning2021 3rd International Conference on Advances in Computing, Communication Control and Networking (ICAC3N)10.1109/ICAC3N53548.2021.9725499(116-121)Online publication date: 17-Dec-2021
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    • (2019)Emotion-Semantic-Enhanced Neural NetworkIEEE/ACM Transactions on Audio, Speech and Language Processing10.1109/TASLP.2018.288577527:3(531-543)Online publication date: 1-Mar-2019
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