{"title":"Introducing technological disruption: how breaking media attention on corporate events impacts online sentiment","authors":"Dane Vanderkooi, Atefeh Mashatan, Ozgur Turetken","doi":"10.1080/2573234x.2023.2274088","DOIUrl":null,"url":null,"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.","PeriodicalId":36417,"journal":{"name":"Journal of Business Analytics","volume":null,"pages":null},"PeriodicalIF":1.7000,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Analytics","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/2573234x.2023.2274088","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMPUTER SCIENCE, INFORMATION SYSTEMS","Score":null,"Total":0}
引用次数: 0
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.