Micro-blogging as online word of mouth branding

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Micro-blogging as online word of mouth branding

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Conference on Human Factors in Computing Systems archive
Proceedings of the 27th international conference extended abstracts on Human factors in computing systems table of contents

Boston, MA, USA

SESSION: Spotlight on work in progress session 1 table of contents

Pages 3859-3864

Year of Publication: 2009

ISBN:978-1-60558-247-4

Authors

Bernard J. Jansen	The Pennsylvania State University, University Park, PA, USA
Mimi Zhang	The Pennsylvania State University, University Park, PA, USA
Kate Sobel	The Pennsylvania State University, University Park, CA, USA
Abdur Chowdury	Twitter, Inc., San Francisco, CA, USA

Sponsors

ACM: Association for Computing Machinery
SIGCHI: ACM Special Interest Group on Computer-Human Interaction

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ACM New York, NY, USA

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ABSTRACT

In this paper, we report research results investigating micro-blogging as a form of online word of mouth branding. We analyzed 149,472 micro-blog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these micro-blog postings, types of expressions, and sentiment fluctuations. Of the branding micro-blogs, nearly 20 percent contained some expressions of branding sentiments. Of these tweets with sentiments, more than 50 percent were positive and 33 percent critical of the company or product. We discuss the implications for organizations in using micro-blogging as part of their overall marketing strategy and branding campaigns.

REFERENCES

Note: OCR errors may be found in this Reference List extracted from the full text article. ACM has opted to expose the complete List rather than only correct and linked references.

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