Analyzing Ewom on Large Social Media Platforms
We propose a method for identifying influential eWOM based on information about consumers’ brand attitudes and network positions on large social media platforms. Specifically, we combine network analysis, topic discovery, and sentiment analysis to analyze diffusion of eWOM through large-scale networks and identifying conditions advantageous for its fast propagation.
Denis Utochkin and Ivan Belik (2021) ,"Analyzing Ewom on Large Social Media Platforms", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 443-444.
Denis Utochkin, Norwegian School of Economics
Ivan Belik, Norwegian School of Economics
NA - Advances in Consumer Research Volume 49 | 2021
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