دانلود رایگان مقاله انگلیسی استفاده از تحلیل احساسات در وب سایت های اجتماعی برای بازاریابی پشتیبانی تصمیم گیری - اشپرینگر 2018

Abstract

Because of the rapid development of communication and service in Taiwan, competition among telecommunication companies has become ever fiercer. Differences in marketing strategy usually become the key factor in keeping existing customers while attracting new ones. Although electronic word-of-mouth (e-WOM) is one of the most important pieces of information to a consumer making a purchase decision, very few articles on opinion mining have discussed and compared the relationship between multifaceted word-of-mouth (WOM) and marketing strategy. In this paper, we use our Chinese opinion-mining system (Wu et al. in J Supercomput 73:2987–3001, 2017) not only to retrieve articles related to 4G and conduct reputation analysis but also to discuss the relation between WOM and marketing strategy. The results show that (1) e-WOM can immediately and directly reflect the results of marketing strategy, and (2) although users are primarily concerned with aspects of price, online speed, and signal quality, for most Taiwanese customers, price is the key in choosing a telecommunication company. Moreover, although this paper used 4G-related articles from June 2014 to June 2015 for analysis, the results are consistent with the Taiwanese telecommunication companies’ current marketing strategy of attracting customers through low pricing.

5 Conclusion and discussion

We have performed analysis on e-WOM for service products in 4G markets. The results indicated that price can indeed attract consumers’ attention. In December 2016, Company C, Company D, and Company E are still practising the marketing strategy of attracting customers with low prices; the results also showed that the effects of marketing strategy will immediately be reflected in e-WOM performance. Because a user’s online opinions (WOM) about a company’s product or service reflect his or her true feelings, companies can use e-WOM to examine the effectiveness of their marketing strategy and make corresponding adjustments. Moreover, they can also identify deficiencies of their own products and services and make improvements.

Because only Company E has the mobile communication range to cover all of Taiwan, customers naturally think that Company E’s signal quality is reliable. However, we can see from Figs. 6 and 7 that the performance of Company E’s signal quality is not ideal. After analysis, we discovered that many users complained about Company E’s indoor reception quality; many people gave negative assessments after reporting relevant situations such as the lack of an indoor signal. This is not inconsistent with the consensus of most consumers because the consensus is that Company E’s outdoor signal is reliable. Upon discovering this issue through e-WOM, Company E has recently invested substantial resources to improve its indoor reception.