Introducing technological disruption: how breaking media attention on corporate events impacts online sentiment

IF 1.7 Q3 COMPUTER SCIENCE, INFORMATION SYSTEMS Journal of Business Analytics Pub Date : 2023-10-31 DOI:10.1080/2573234x.2023.2274088
Dane Vanderkooi, Atefeh Mashatan, Ozgur Turetken
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Abstract

One modern strategy to anticipate consumer reaction to new products and services involves looking towards social media sites to explore consumer opinions. A rich body of literature on social media marketing suggests that an effective way to leverage social media platforms is the empirical analysis of electronic word-of-mouth (eWOM), particularly through sentiment analysis (SA). We propose a novel method for innovators to leverage social media by exploring how breaking media attention on notable corporate events impacts the general public sentiment surrounding a pre-introduced, potentially disruptive innovation (PPDI). Twitter conversations surrounding Facebook’s pre-introduced payment system called Libra, a permissioned blockchain-based cryptocurrency, were analysed as a case study. The analysis suggests that breaking media attention leads to a significant change in sentiment polarity. An event with a preannouncement leads to an emotional momentum effect whereby sentiment polarity accumulates across an anticipation period. Implications for how managers may leverage these insights are discussed.
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引入技术颠覆:媒体对企业事件的突发关注如何影响网络情绪
预测消费者对新产品和新服务反应的一种现代策略是通过社交媒体网站来探索消费者的意见。大量关于社交媒体营销的文献表明,利用社交媒体平台的有效方法是对电子口碑(edom)进行实证分析,特别是通过情感分析(SA)。我们为创新者提供了一种利用社交媒体的新方法,通过探索媒体对重大公司事件的关注如何影响公众对预先引入的潜在颠覆性创新(PPDI)的情绪。Twitter上围绕Facebook预先推出的支付系统Libra(一种基于区块链的许可加密货币)的对话被作为案例研究进行了分析。分析表明,打破媒体关注会导致情绪极性的显著变化。预先宣布的事件会导致情绪动量效应,即情绪极性在预期期间积累。讨论了管理者如何利用这些见解的含义。
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来源期刊
Journal of Business Analytics
Journal of Business Analytics Business, Management and Accounting-Management Information Systems
CiteScore
2.50
自引率
0.00%
发文量
13
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