Micro-blogging as online word of mouth branding

Bernard J. Jansen; Mimi Zhang; Kate Sobel; Abdur Chowdury

doi:10.1145/1520340.1520584

Micro-blogging as online word of mouth branding

Bernard J. Jansen, Mimi Zhang, Kate Sobel, Abdur Chowdury

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

110 Scopus citations

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.

Original language	English (US)
Title of host publication	Proceedings of the 27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009
Pages	3859-3864
Number of pages	6
DOIs	https://doi.org/10.1145/1520340.1520584
State	Published - 2009
Event	27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009 - Boston, MA, United States Duration: Apr 4 2009 → Apr 9 2009

Publication series

Name	Conference on Human Factors in Computing Systems - Proceedings

Other

Other	27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009
Country/Territory	United States
City	Boston, MA
Period	4/4/09 → 4/9/09

All Science Journal Classification (ASJC) codes

Software
Human-Computer Interaction
Computer Graphics and Computer-Aided Design

Access to Document

10.1145/1520340.1520584

Cite this

@inproceedings{d5874aa0259a4f1d967b2368b69f9801,

title = "Micro-blogging as online word of mouth branding",

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.",

author = "Jansen, {Bernard J.} and Mimi Zhang and Kate Sobel and Abdur Chowdury",

year = "2009",

doi = "10.1145/1520340.1520584",

language = "English (US)",

isbn = "9781605582474",

series = "Conference on Human Factors in Computing Systems - Proceedings",

pages = "3859--3864",

booktitle = "Proceedings of the 27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009",

note = "27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009 ; Conference date: 04-04-2009 Through 09-04-2009",

}

Jansen, BJ, Zhang, M, Sobel, K & Chowdury, A 2009, Micro-blogging as online word of mouth branding. in Proceedings of the 27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009. Conference on Human Factors in Computing Systems - Proceedings, pp. 3859-3864, 27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009, Boston, MA, United States, 4/4/09. https://doi.org/10.1145/1520340.1520584

Micro-blogging as online word of mouth branding. / Jansen, Bernard J.; Zhang, Mimi; Sobel, Kate et al.
Proceedings of the 27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009. 2009. p. 3859-3864 (Conference on Human Factors in Computing Systems - Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

T1 - Micro-blogging as online word of mouth branding

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AU - Sobel, Kate

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PY - 2009

Y1 - 2009

N2 - 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.

AB - 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.

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Micro-blogging as online word of mouth branding

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