Modeling of Electronic Word of Mouth Marketing Based on text mining User comments, A new approach On social commerce
Subject Areas :
Elham
Ramezani
1
Ali
Rajabzadeh Ghatary
2
(مدیریت فناوری اطلاعات، دانشكده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران)
Vahid
Baradaran
3
Maryam
Shoar
4
Keywords: : Electronic Word Of Mouth(EWOM), Social Commerce, Customers Online Comments , Text Mining, Brand,
Abstract :
The purpose of this article is to present an Electronic Word of Mouth marketing model in social commerce Based on text mining User comments in sale sites. Due to the new research in this field and using the text mining method of user comments to express the variables of this type of marketing model, this research is a kind of Exploratory Developmental Research. The method used in this research Is combination of qualitative and quantitative. In this regard,by studying previous researches As well as receiving, preprocessing and analyzing 11thousand Customers Online Comments In the case of digital products, Repetitive words with a positive label were selected Then, using Word2vec algorithm The variables of the Electronic Word of Mouth marketing model Were extracted using text mining technique. Fitting the model extracted, based on the comments of experts and users of internet sales sites in Iran with the help of a Questionnaire and analysed with statistical tools of least squares. The statistical sample of the second phase Due to the unlimited statistical population it was estimated according to Cochran's formula 384. In order to review and present the final model from the structural equations approach with SmartPLS software was used. The results show that customer interaction, message quality and Customer mental image will have positive and significant impact on the Platform and channel attractiveness of Electronic word of mouth marketing channel, Finally, these two variables will have a positive and significant impact on the Customer behavior and business brand. This model emphasizes new dimensions of variables of the Electronic Word of Mouth marketing model that can be helpful for business owners and marketers.
ABĂLĂESEI, M., & SANDU, R. M.(2014) ELECTRONIC WORD OF MOUTH: FACTORS THAT INFLUENCE PURCHASE INTENTION
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