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What are consumers saying online about your products? Mining the text of online reviews to uncover hidden features
Journal of Digital & Social Media Marketing,
9
(2),
169-186
(2021)
Abstract
Thanks to the growth of the internet and the increasing use of social networks, companies can now access huge volumes of online texts in order to understand consumers’ preferences and needs. This article illustrates some methods to extrapolate information from such texts. The text-mining analysis covers such issues as word frequency, sentiment analysis, paired words, similarities in textual content and the main topics discussed in online reviews. From a practical point of view, brand managers can use the proposed methods to gain consumer insights into products and brands, to be able to improve and adapt their marketing strategies.
Keywords: eWOM; online reviews; text mining; sentiment analysis; topic modelling
The full article is available to subscribers to the journal.
Author's Biography
Miriam Alzate is a PhD candidate at the Public University of Navarre. She holds a degree in business administration and a master’s in international business management from the Public University of Navarre. She also holds a master’s in strategic marketing from Cranfield School of Management. Her research interests focus on the analysis of electronic word-of-mouth. She has presented her work at such international conferences as EMAC and Marketing Science.
Marta Arce-Urriza is an associate professor of marketing at the Public University of Navarre. She holds a degree in business administration and management and a PhD from the Public University of Navarre. Her work has appeared in such journals as Management Decision, Journal of Interactive Marketing and Electronic Commerce Research. She has presented her work at such international conferences as EMAC and Marketing Science.
Javier Cebollada is a professor of marketing at the Public University of Navarre. He has a doctorate in economics and business sciences and a master’s in economics from Pompeu Fabra University. He holds a degree in economics and business sciences from the University of Zaragoza. His research interests include electronic commerce, multichannel distribution and consumer behaviour on the internet. His research has appeared in such journals as Marketing Science and International Journal of Research in Marketing.
