不是你的错，而是你的责任：消费者对在家工作产品的情绪恶化

IF 4 Q2 BUSINESS Journal of Marketing Analytics Pub Date : 2024-05-10 DOI:10.1057/s41270-024-00315-0

Giovanni Cintra, Filipe Grilo

{"title":"不是你的错，而是你的责任：消费者对在家工作产品的情绪恶化","authors":"Giovanni Cintra, Filipe Grilo","doi":"10.1057/s41270-024-00315-0","DOIUrl":null,"url":null,"abstract":"<p>This study analyses the evolution of people’s sentiment towards Work from Home (WFH)-related products during the pandemic, using user-generated content from social media platform X on responses for the largest US online furniture stores. We find that people interacted more about WFH products during the Covid-19 lockdowns, but sentiment towards WFH products worsened. For some online furniture stores, Covid-19 restrictions may explain the changes in sentiment, but firms’ idiosyncrasies also play a role. The methodology of this study allows companies to assess the impact of external effects on customers’ sentiments, allowing them to identify specific problems and to connect more naturally with their customers.</p>","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":null,"pages":null},"PeriodicalIF":4.0000,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Not your fault, but your responsibility: worsened consumer sentiment on work-from-home products\",\"authors\":\"Giovanni Cintra, Filipe Grilo\",\"doi\":\"10.1057/s41270-024-00315-0\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>This study analyses the evolution of people’s sentiment towards Work from Home (WFH)-related products during the pandemic, using user-generated content from social media platform X on responses for the largest US online furniture stores. We find that people interacted more about WFH products during the Covid-19 lockdowns, but sentiment towards WFH products worsened. For some online furniture stores, Covid-19 restrictions may explain the changes in sentiment, but firms’ idiosyncrasies also play a role. The methodology of this study allows companies to assess the impact of external effects on customers’ sentiments, allowing them to identify specific problems and to connect more naturally with their customers.</p>\",\"PeriodicalId\":43041,\"journal\":{\"name\":\"Journal of Marketing Analytics\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.0000,\"publicationDate\":\"2024-05-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Analytics\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1057/s41270-024-00315-0\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Analytics","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41270-024-00315-0","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

本研究利用社交媒体平台 X 上的用户生成内容，分析了大流行病期间人们对在家工作（WFH）相关产品的情感变化。我们发现，在 Covid-19 封锁期间，人们就在家工作产品进行了更多互动，但对在家工作产品的情绪却有所恶化。对于某些在线家具店来说，Covid-19 的限制可能是情绪变化的原因，但公司的特殊性也起到了一定作用。本研究的方法使企业能够评估外部影响对顾客情绪的影响，从而找出具体问题，更自然地与顾客沟通。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

摘要图片

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

Not your fault, but your responsibility: worsened consumer sentiment on work-from-home products

This study analyses the evolution of people’s sentiment towards Work from Home (WFH)-related products during the pandemic, using user-generated content from social media platform X on responses for the largest US online furniture stores. We find that people interacted more about WFH products during the Covid-19 lockdowns, but sentiment towards WFH products worsened. For some online furniture stores, Covid-19 restrictions may explain the changes in sentiment, but firms’ idiosyncrasies also play a role. The methodology of this study allows companies to assess the impact of external effects on customers’ sentiments, allowing them to identify specific problems and to connect more naturally with their customers.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Marketing Analytics BUSINESS-

CiteScore

5.40

自引率

16.70%

发文量

期刊介绍： Data has become the new ore in today’s knowledge economy. However, merely storing and reporting are not enough to thrive in today’s increasingly competitive markets. What is called for is the ability to make sense of all these oceans of data, and to apply those insights to the way companies approach their markets, adjust to changing market conditions, and respond to new competitors. Marketing analytics lies at the heart of this contemporary wave of data driven decision-making. Companies can no longer survive when they rely on gut instinct to make decisions. Strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. New products can be copied faster than ever before. Staff are becoming less loyal as well as more mobile, and business centers themselves are moving across the globe in a world that is getting flatter and flatter. The Journal of Marketing Analytics brings together applied research and practice papers in this blossoming field. A unique blend of applied academic research, combined with insights from commercial best practices makes the Journal of Marketing Analytics a perfect companion for academics and practitioners alike. Academics can stay in touch with the latest developments in this field. Marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline. The Journal of Marketing Analytics will feature applied research papers on topics like targeting, segmentation, big data, customer loyalty and lifecycle management, cross-selling, CRM, data quality management, multi-channel marketing, and marketing strategy. The Journal of Marketing Analytics aims to combine the rigor of carefully controlled scientific research methods with applicability of real world case studies. Our double blind review process ensures that papers are selected on their content and merits alone, selecting the best possible papers in this field.