Business intelligence from user generated content: Online opinion formation in purchasing decisions in high-tech markets

Karan Setiya, Jolien Ubacht*, Scott Cunningham, Sertaç Oruç

*Corresponding author for this work

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

1 Citation (Scopus)

Abstract

User Generated Content (UGC) requires new business intelligence methods to understand the influence of online opinion formation on customer purchasing decisions. We developed a conceptual model for deriving business intelligence from tweets, based on the Classical Model of Consensus Formation and the Theory of Planned Behaviour. We applied the model to the dynamic high-tech smartphone market by means of three case studies on the launch of new smartphones. By using Poisson regression, data-and sentiment-analysis on tweets we show how opinion leadership and real-life events effect the volume of online chatter and sentiments about the launch of new smartphones. Application of the model reveals businesses parameters that can be influenced to enhance competitiveness in dynamic high tech markets. Our conceptual model is suitable to be turned into a predictive model that takes the richness of tweets in online opinion formation into account.

Original languageEnglish
Title of host publicationProceedings of the 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016
Subtitle of host publicationSocial Media: The Good, the Bad, and the Ugly
PublisherSpringer
Pages505-521
Number of pages17
Volume9844
ISBN (Print)9783319452333
DOIs
Publication statusPublished - 2016
Event15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016: Social Media: The Good, the Bad, and the Ugly - Swansea, United Kingdom
Duration: 13 Sept 201615 Sept 2016

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9844
ISSN (Print)03029743
ISSN (Electronic)16113349

Conference

Conference15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016
Country/TerritoryUnited Kingdom
CitySwansea
Period13/09/1615/09/16

Keywords

  • Business intelligence
  • High-tech markets
  • Opinion formation
  • Sentiment analysis
  • Smartphones
  • Twitter
  • User generated content

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  • Best Paper Award

    Ubacht, J. (Recipient), Setiya, Karan (Recipient), Cunningham, Scott (Recipient) & Oruc, Sertac (Recipient), 14 Sept 2016

    Prize: Prize (including medals and awards)

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