Micro-blogging as online word of mouth branding

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

Research output: Chapter in Book/Report/Conference proceedingConference contribution

94 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 languageEnglish (US)
Title of host publicationProceedings of the 27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009
Pages3859-3864
Number of pages6
DOIs
StatePublished - Sep 22 2009
Event27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009 - Boston, MA, United States
Duration: Apr 4 2009Apr 9 2009

Publication series

NameConference on Human Factors in Computing Systems - Proceedings

Other

Other27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009
CountryUnited States
CityBoston, MA
Period4/4/094/9/09

All Science Journal Classification (ASJC) codes

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

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    Jansen, B. J., 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 (pp. 3859-3864). (Conference on Human Factors in Computing Systems - Proceedings). https://doi.org/10.1145/1520340.1520584