IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Consumer Sentiment in Tweets and Coupon Information-Sharing Behavior: An Initial Exploration

Consumer Sentiment in Tweets and Coupon Information-Sharing Behavior: An Initial Exploration
View Sample PDF
Author(s): Chen-Ya Wang (National Open University, Taiwan), Yi-Chun Lin (National Taiwan University, Taiwan), Hsia-Ching Chang (University of North Texas, USA) and Seng-Cho T. Chou (National Taiwan University, Taiwan)
Copyright: 2020
Pages: 20
Source title: Information Diffusion Management and Knowledge Sharing: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-0417-8.ch041

Purchase

View Consumer Sentiment in Tweets and Coupon Information-Sharing Behavior: An Initial Exploration on the publisher's website for pricing and purchasing information.

Abstract

The authors aim to explore the correlation between coupon information-sharing behavior and consumer sentiment by analyzing tweets. They used Twitter application programming interface to retrieve users' tweets, and took a machine learning approach for sentiment analysis. After the data pre-processing procedure, the authors then examined the correlation between sentiments in tweets and coupon information sharing. More than half of the most active users showed that their coupon information-sharing behavior correlated to both positive and negative sentiments. The results also showed that the response, coupon information sharing, for positive/negative sentiment had no significant time shifting pattern for most of the users. This study preliminary verifies the assumption that there is a correlation between users' sentiments in tweets and coupon information-sharing behavior, and indicates some interesting findings. The authors' findings may shed light on whether sentiment plays a role in social media communication concerning the sharing of coupon information.

Related Content

Ramakrishnan Ramanathan, Lok Wan Lorraine Ko, Hsin Chen, Usha Ramanathan. © 2020. 12 pages.
Debra N. Weiss-Randall. © 2020. 14 pages.
Jayne Cubbage. © 2020. 18 pages.
Japhet Eke Lawrence. © 2020. 20 pages.
Amir Manzoor. © 2020. 28 pages.
Shantanu Pal. © 2020. 19 pages.
Martha Garcia-Murillo, Moinul Zaber, Marcio Wohlers de Almeida. © 2020. 22 pages.
Body Bottom