Seasonality of Online, Third-Party Complaining Behavior

The data from third-party online complaints forums were analyzed to identify seasonal different themes of complaints. Critical Incident Technique was used to confirm and support text analysis results using Wordstats. Complaint seasonality has implications for understanding and predicting consumer behavior, and should influence marketing strategies.


jiseon ahn, JUNGKUN PARK, SHIRLEY EZELL, and MARCELLA NORWOOD (2014) ,"Seasonality of Online, Third-Party Complaining Behavior", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 45-46.


jiseon ahn, University of Houston, USA
JUNGKUN PARK, University of Houston, USA
SHIRLEY EZELL, University of Houston, USA
MARCELLA NORWOOD, University of Houston, USA


LA - Latin American Advances in Consumer Research Volume 3 | 2014

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