Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 채상미 | * |
dc.date.accessioned | 2018-12-07T16:30:18Z | - |
dc.date.available | 2018-12-07T16:30:18Z | - |
dc.date.issued | 2017 | * |
dc.identifier.issn | 1470-949X | * |
dc.identifier.other | OAK-21559 | * |
dc.identifier.uri | https://dspace.ewha.ac.kr/handle/2015.oak/247267 | - |
dc.description.abstract | The volume of big data being generated by social network sites (SNS) is increasing significantly. This study seeks to identify the marketapplicable insights concerning the text-type big data generated by SNS and to suggest market reaction strategies for responding to signals emerging from big data. Since people can instantly access large amount of online word-of-mouth (e-WoM) contents due to mobile communications, movie sales are influenced significantly from various SNS contents. Based on this phenomenon, we focused on Twitter, one of the most prevalent micro-blogging services. This research conducted a sentiment analysis to determine consumer valences regarding products. This study finds that the extremity of sentiment -as measured by growth speed in the number of positive or negative tweets -changed the direction of the tweets, positive or negative effect on revenue regardless of the valence of the word-of-mouth. The implication for SNS marketing professionals will be discussed. Copyright © 2017 Inderscience Enterprises Ltd. | * |
dc.description.sponsorship | Ministry of Education | * |
dc.language | English | * |
dc.publisher | Inderscience Enterprises Ltd. | * |
dc.subject | analytics | * |
dc.subject | big data | * |
dc.subject | mobile communications | * |
dc.subject | sentiment | * |
dc.subject | SNS | * |
dc.subject | * | |
dc.subject | valence | * |
dc.subject | word-of-mouth | * |
dc.title | How people utilise tweets on movie selection? the reverse effects of e-WoM valence on movie sales | * |
dc.type | Article | * |
dc.relation.issue | 5 | * |
dc.relation.volume | 15 | * |
dc.relation.index | SSCI | * |
dc.relation.index | SCOPUS | * |
dc.relation.startpage | 537 | * |
dc.relation.lastpage | 553 | * |
dc.relation.journaltitle | International Journal of Mobile Communications | * |
dc.identifier.doi | 10.1504/IJMC.2017.10005359 | * |
dc.identifier.wosid | WOS:000414961600004 | * |
dc.identifier.scopusid | 2-s2.0-85029233129 | * |
dc.author.google | Kang H. | * |
dc.author.google | Chai S. | * |
dc.author.google | Kim H.U. | * |
dc.contributor.scopusid | 채상미(22033599600) | * |
dc.date.modifydate | 20240220105258 | * |