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Article
Publication date: 2 February 2015

Michel M Haigh and Shelley Wigley

– The purpose of this paper is to (n=472) examine how negative, user-generated content on Facebook impacts stakeholders’ perceptions of the organization.

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2593

Abstract

Purpose

The purpose of this paper is to (n=472) examine how negative, user-generated content on Facebook impacts stakeholders’ perceptions of the organization.

Design/methodology/approach

At Phase 1, stakeholders’ perceptions about the organization – public relationship, corporate social responsibility, attitude toward the organization, and reputation of the organization were assessed. A week later, at Phase 2, participants were exposed to negative Facebook comments. This study employed the theory of inoculation as a way to bolster stakeholders’ attitudes to protect against attitude shift following exposure to negative, user-generated comments.

Findings

Paired sample t-tests indicate stakeholders’ perceptions of the organization – public relationship and corporate social responsibility significantly decrease after stakeholders read negative, user-generated content. The pattern of means supports the idea inoculation can prevent against attitude shift.

Practical implications

Strategic communication professionals should be aware of the impact negative posts can have and develop a strategy to respond to negative comments on Facebook.

Originality/value

There is limited experimental research examining the impact of negative Facebook posts on stakeholders. It extends current literature and provides practitioners with some guidance on the impact of negative, user-generated content.

Details

Corporate Communications: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 27 September 2013

Albert Barreda and Anil Bilgihan

The broad goal of the study is to determine how travelers communicate in the cyberspace in relation to their positive and negative experiences they had when staying in a…

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4412

Abstract

Purpose

The broad goal of the study is to determine how travelers communicate in the cyberspace in relation to their positive and negative experiences they had when staying in a particular hotel. Further goals of this study include identifying the main themes that motivate consumers to evaluate hotel experiences in online environments and categorize the most frequently mentioned areas in the online hotel reviews.

Design/methodology/approach

Content analysis techniques were applied by using the software tool NVivo 8 in order to analyze comments extracted using an automated web spider. The spider extracted qualitative data in the form of reviews and comments and quantitative data in the form of demographic information and ratings. The reviews were considered as a primary data for analysis, these reviews portrayed both positive and negative experiences. During this process, the spider collected data on 3,124 hotels and 17,357 traveler reviews from the TripAdvisor site.

Findings

By reviewing and understanding traveler comments of their hotel experiences, managers could gain knowledge concerning which element influence to form a positive brand image. Cleanliness of the hotel generally is a common concern in traveler's expectations. Words about deficiency of cleanliness (dirty) appeared more regularly when travelers write negative reviews about the hotel. Travelers showed to be more likely to write positive reviews of hotels with convenient location to good areas such as attractions, shopping, airports, and restaurants. The data in this research shows that travelers can be positively influenced by quality of service received a friendly and well trained staff. When travelers are pleased with the quality of human contact offerings of a well‐trained employee, they tend to feel more satisfied and to form a positive brand image that it is translated into a positive review.

Research limitations/implications

Limitations could be listed using a relatively small sample size, and a relatively limited geographical capacity. Future studies are advised to include bigger sample sizes and also advised to explore a diverse pool of geographical.

Originality/value

The study identifies the possible areas that hoteliers need to pay close attention to improve service. Further, it is one of the first studies in hospitality that highlights strategies to create and reinforce brand image by using online reviews.

Details

Journal of Hospitality and Tourism Technology, vol. 4 no. 3
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 3 September 2019

Xi Wang, Wuyu Wang, Yibo Chai, Yang Wang and Ning Zhang

The purpose of this paper is to construct a multi-relational network for an online sharing platform in the age of the sharing economy, to identify the factors impacting…

Abstract

Purpose

The purpose of this paper is to construct a multi-relational network for an online sharing platform in the age of the sharing economy, to identify the factors impacting users’ product adoption behavior and to predict consumers’ purchases of user-generated products on the platform.

Design/methodology/approach

The study conducted multi-relational network analyses of five different sub-networks in identifying influential factors for e-book adoption. Meanwhile, the study adopted machine learning methods with different classification algorithms and feature sets to predict users’ purchasing behaviors.

Findings

The authors found that an individual’s adoption of a product was correlated with his or her purchasing habits and collaboration with others on the online sharing platform. Through the inclusion of network features, the authors were able to build a predictive model that forecasted consumers’ purchases of user-generated e-books with reasonable accuracy.

Research limitations/implications

The interdisciplinary approach used in the study can serve as a good reference for identifying factors impacting the product adoption behavior of users in the online sharing platform, through employing different sociological and computational methods.

Practical implications

The outcome of the study has provided important managerial implications, especially for the design of social commerce platform in the age of the sharing economy.

Social implications

The authors verified the social influence impacting consumers’ product adoption behavior and shed light on the value of collaboration in the age of the sharing economy.

Originality/value

The study was the first to identify user-generated e-book adoption on an online sharing platform from a multi-relational network perspective. The idea and the approach supplied a new method of behavioral analysis in the context of a sharing economy.

Details

Information Technology & People, vol. 33 no. 3
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 20 August 2018

Snehasish Banerjee

The purpose of this paper is to analyze user-generated comments posted on social media while live matches were being played during the Cricket World Cup 2015.

Abstract

Purpose

The purpose of this paper is to analyze user-generated comments posted on social media while live matches were being played during the Cricket World Cup 2015.

Design/methodology/approach

Data were collected from Yahoo! Cricket (YC), a website that allows people to submit comments during live matches. The comments were qualitatively analyzed using the grounded theory approach.

Findings

The key finding of this paper is that people like to consume live sporting events in an online social setting rather than as isolated individuals. In addition, the use of the grounded theory approach helped uncover several new findings related to people’s use of social media during live matches.

Research limitations/implications

Since this paper studied the case of the Cricket World Cup 2015 and collected data from YC, caution is advocated in generalizing its findings.

Originality/value

Scholarly interest on the use of social media during live sporting events is growing. Building on such works, this paper highlights how user-generated comments posted during the Cricket World Cup 2015 – mostly by individuals within the Indian subcontinent – intersected with broader issues such as culture, identity, politics and religion.

Details

Online Information Review, vol. 42 no. 7
Type: Research Article
ISSN: 1468-4527

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Book part
Publication date: 1 October 2016

Christopher J. Schneider

The body of scholarship on YouTube is an expanding area of scholarly inquiry. Existent research indicates that music videos are one of the most salient features of…

Abstract

The body of scholarship on YouTube is an expanding area of scholarly inquiry. Existent research indicates that music videos are one of the most salient features of YouTube. Interactionist research about popular music has provided important insights through interviews with fans and audience members; however, this work has yet to examine audience engagement with music videos on YouTube. Using Qualitative Media Analysis, I illustrate how the researcher of popular music can work with user comments collected from YouTube. Thematic understandings largely consistent with nostalgia that emerged from an analysis of user-generated comments in response to selected music videos on YouTube are explored. I conclude by suggesting some directions for future research.

Details

Symbolic Interactionist Takes on Music
Type: Book
ISBN: 978-1-78635-048-0

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Book part
Publication date: 4 August 2014

Maria D. Alvarez and Burçin Hatipoğlu

The chapter investigates the evaluation and rating practice of individual travelers, through the examination of user-generated comments on the Internet. The study focuses…

Abstract

The chapter investigates the evaluation and rating practice of individual travelers, through the examination of user-generated comments on the Internet. The study focuses on determining the most mentioned attributes of the accommodation experience, with consideration given to nationality differences. The individual evaluations of 40 Istanbul hotels are examined through an analysis of guest comments and hotel ratings posted in the Booking.com web site. The results obtained through content analysis provide knowledge to the accommodation industry in Istanbul regarding the areas in need of improvement, with consideration to variations among guests from different nationalities.

Details

Tourists’ Perceptions and Assessments
Type: Book
ISBN: 978-1-78350-618-7

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Article
Publication date: 2 September 2013

Amy Madden, Ian Ruthven and David McMenemy

The video-sharing website YouTube encourages interaction between its users via the provision of a user comments facility. This was originally envisaged as a way for…

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8338

Abstract

Purpose

The video-sharing website YouTube encourages interaction between its users via the provision of a user comments facility. This was originally envisaged as a way for viewers to provide information about and reactions to videos, but is employed for other communicative purposes including sharing ideas, paying tributes, social networking, and question answering. This study seeks to examine and categorise the types of comments created by YouTube users to highlight the various ways in which this interactive feature has been employed as a means of communication and self-expression.

Design/methodology/approach

By conducting a content analysis of 66,637 user comments on YouTube videos the authors created a classification schema which may be used to categorise the types of comments users leave.

Findings

The schema reveals ten broad categories, and 58 subcategories which reflect the wide-ranging use of the YouTube comments facility.

Research limitations/implications

As YouTube continues to evolve, new types of comments that do not appear in the scheme outlined will appear. However, this schema will provide an initial structure upon which other investigations can build when analysing the ongoing use of the YouTube comments feature as a communication device.

Practical implications

This scheme may be used for researchers in a variety of disciplines who are interested in using user-generated content. The scheme will aid in the description and mining of this content and provides a way of structuring this content into categories representing user intent.

Social implications

This study highlights the variety of purposes to which the user commenting facility of YouTube is employed. These include purposes such as reminiscence, grieving, giving advice and communication.

Originality/value

This is the first detailed, content-based analysis of the types of comments created by YouTube users. The classification scheme facilitates the analysis of these comments for a variety of purposes, including marketing, communication studies and studies of information seeking.

Details

Journal of Documentation, vol. 69 no. 5
Type: Research Article
ISSN: 0022-0418

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Article
Publication date: 9 November 2021

Imam Salehudin and Frank Alpert

Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only…

Abstract

Purpose

Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only 5% of total app users make any IAPs. This paper investigates why some users will not make IAPs and develop a novel concept of users' Perceived Aggressive Monetization of IAPs as an alternative framework to explain IAP behavior.

Design/methodology/approach

Given the newness of IAPs, this study uses qualitative research to understand the phenomenon and develop a model to explain the decision to spend on IAPs. In total, this study collected 4,092 unique user-generated comments from app user review sites and social media webpages where users discuss in-app purchasing.

Findings

The analysis reveals recurring themes that explain user unwillingness to make in-app purchases, such as conflicting meanings of free-to-play, perceived unfairness and aggressive monetization of IAP by app publishers, and self-control issues. Subsequent user interviews support the themes and suggest that IAP spending might be more impulsive.

Originality/value

The paper develops a new concept of perceived aggressive monetization. Additionally, it proposes a novel theoretical framework that future researchers can use to understand why some mobile game users are unwilling to pay for IAPs.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 31 May 2021

Gerson Tontini, Luís Irgang, Adriana Kroenke, Ivan Hadlich, Jaime Dagostim Picolo and Josip Mikulic

The purpose of this study is to demonstrate how to use customer spontaneous comments to identify which aspects influence the overall customer satisfaction with restaurant…

Abstract

Purpose

The purpose of this study is to demonstrate how to use customer spontaneous comments to identify which aspects influence the overall customer satisfaction with restaurant services from a nonlinear perspective.

Design/methodology/approach

The authors collected data from 399 spontaneous comments about a chain of fast-food restaurants in Brazil. The comments are freely available on the TripAdvisor portal and were extracted and classified according to seven dimensions related to the quality of services: tangibles, reliability, responsiveness, assurance, empathy, quality of the food and price. Next, the authors combine the critical incident technique (CIT) and the penalty-reward contrast analysis (PRCA) to investigate the nonlinear relationship between service quality assessment and overall customer satisfaction.

Findings

The method of integrating CIT with PRCA explains 64.7% of the variation in the customer's assessment of the services provided (RAdj2 = 0.647). This shows that spontaneous comments from customers are related to their overall satisfaction with the service provided. Besides, the findings suggest that consumers tend to comment more about positive than negative experiences regarding aspects related to food, attendants' empathy and service assurance, and more negative comments about aspects related to responsiveness and price. However, it was found that negative comments have a stronger influence on overall satisfaction than positive comments.

Originality/value

Using comments available for free on the Internet and evaluating how positive and negative comments can jointly influence customer satisfaction, the proposed methodology demonstrates how restaurants can use their customers' spontaneous comments to identify critical aspects to be managed and improved. To the best of authors’ knowledge, this is the first study presenting how restaurants can use customer spontaneous comments, freely available on the internet, to identify the relevance of different aspects of the services provided from a nonlinear perspective. In addition, the present study shows that although customers spontaneously tend to share more positive than negative comments about restaurant services, events related to negative experiences have a stronger influence on overall satisfaction.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Open Access
Article
Publication date: 9 December 2021

Mollika Ghosh

The purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and…

Abstract

Purpose

The purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become “homefluencers” by their skills.

Design/methodology/approach

This research applies a qualitative approach of thematic content analysis of a total of 49 micro and nano-homefluencer's contents in beauty fashion, clothing, workout-yoga, food and lifestyle sectors on Instagram.

Findings

The findings of this study identify the main five themes of homefluencers by analyzing UGC in the new normal portraying both positive and negative comments incorporating four manners of product placement as a framework backed by two identified skills: relevance and relationship.

Research limitations/implications

This research pioneers the study on how SMIs as “homefluencers” can adapt product placement skills in crises strengthening UGC by proposing a framework in the existing influencer marketing literature, where research is scarce.

Practical implications

The findings of this research represent a guideline for effective SMI marketing development in the new normal and post-COVID. Based on the findings, recommendations are provided for the brand managers and influencers uplifting UGC blending skill of relevancy and relationship in product placement.

Originality/value

The author has contributed to the body of research by qualitatively analyzing how “homefluencer's” product placement in a crisis period can manage consistency and humanitarian association amplifying UGC and the practical implications in post-COVID.

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

Keywords

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