Online Consumers’ Opinions Analysis for Marketing Strategy Evaluation

Elena Ektoros, Andreas Gregoriades, Michael Georgiades

2019

Abstract

With over two billion users having access to social media accounts, people increasingly choose to express themselves online. Electronic word of mouth generates large amounts of data, making it a valuable source for big data analytics. This provides organisations with key capabilities for improved decision-making through mining insights directly from online sources. In this work we gathered and analysed the sentiment of consumers’ tweets regarding the release of two smartphone products. Tweeter data was collected using a custom-made Android application. The research question addressed in this study focused on whether the marketing positioning strategy of the company under investigation was successful after the release of two of its new products. To evaluate this, we compared the product positioning strategy of the firm before and after the release of the product. Consumers’ opinions were analysed to identify possible discrepancies between planned consumers’ reactions and sentiments, as strategized by the company, and how these were altered with the release of the product.

Paper Citation

in Harvard Style

Ektoros E., Gregoriades A. and Georgiades M. (2019). Online Consumers’ Opinions Analysis for Marketing Strategy Evaluation.In Proceedings of the 21st International Conference on Enterprise Information Systems - Volume 1: ICEIS, ISBN 978-989-758-372-8, pages 266-273. DOI: 10.5220/0007838802660273

in Bibtex Style

@conference{iceis19,
author={Elena Ektoros and Andreas Gregoriades and Michael Georgiades},
title={Online Consumers’ Opinions Analysis for Marketing Strategy Evaluation},
booktitle={Proceedings of the 21st International Conference on Enterprise Information Systems - Volume 1: ICEIS,},
year={2019},
pages={266-273},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007838802660273},
isbn={978-989-758-372-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 21st International Conference on Enterprise Information Systems - Volume 1: ICEIS,
TI - Online Consumers’ Opinions Analysis for Marketing Strategy Evaluation
SN - 978-989-758-372-8
AU - Ektoros E.
AU - Gregoriades A.
AU - Georgiades M.
PY - 2019
SP - 266
EP - 273
DO - 10.5220/0007838802660273