A webometric network analysis of electronic word of mouth (eWOM) characteristics and machine learning approach to consumer comments during a crisis

Autores/as

DOI:

https://doi.org/10.3145/epi.2020.sep.16

Palabras clave:

Webometrics, Situational crisis communication theory, Topic modeling, Machine learning, Network analysis, Semantic network, Exponential random graph model, Electronic word of mouth, eWOM, Crisis communication, Samsung Galaxy Note 7

Resumen

This study explores the effectiveness of crisis response strategies for public response and perception in the context of social media by examining a case about the Samsung Galaxy Note 7 product recall crisis. First, the study investigated the response strategies Samsung used on Facebook through the lens of situational crisis communication theory (SCCT). Next, we applied a webometric network analysis and exponential random graph models (ERGM) to analyze the relationship between the crisis response strategies and the dynamics of electronic word of mouth (eWOM) behaviors. Then, we performed topic modeling and semantic network analysis to examine the public perceptions of and responses to Samsung´s crisis communication strategies based on public comments. Samsung used silence, information, and rectification strategies. More participants and comments were generated and stronger ties were found in the eWOM networks for matched responses than for silence. Public responses and perceptions toward the silence and the late adoption of an information strategy were primarily negative and resulted in complaints about poor customer service, whereas positive responses -expressing brand royalty and forgiveness- increased via the rectification strategy. Methodological triangulation in this study offers evidence-based lessons on how to systemically monitor stakeholders´ reactions and manage consumer complaints in order to repair a corporation´s damaged reputation after a crisis.

Descargas

Los datos de descargas todavía no están disponibles.

Biografía del autor/a

Sejung Park, John Carroll University

Assistant Professor, Tim Russert Department of Communication

Citas

Barnett, George A.; Park, Han Woo (2014). "Examining the international internet using multiple measures: new methods for measuring the communication base of globalized cyberspace". Quality & quantity, v. 48, n. 1, pp. 563-575. https://doi.org/10.1007/s11135-012-9787-z

Benoit, William L. (1997). "Image repair discourse and crisis communication". Public relations review, v. 23, n. 2, pp. 177-187. https://doi.org/10.1016/S0363-8111(97)90023-0

Byrd, Simone (2012). "Hi fans! tell us your story!: incorporating a stewardship-based social media strategy to maintain brand reputation during a crisis". Corporate communications: an international journal, v. 17, n. 3, pp. 241-254.

BBC (2016a). Galaxy Note 7: Timeline of Samsung´s phones woes, 10 October. https://www.bbc.com/news/business-37604083

BBC (2016b). Samsung "˜pauses Note 7 production´, say media reports, 11 October. https://www.bbc.com/news/technology-37615496

Fearn-Banks, Kathleen (1996). Crisis communications: A casebook approach. Routledge, Lawrence Erlbaum Associates Publishers, Mahwah, NJ. ISBN: 978 0 415880589

Ford, David; Redwood, Michael (2005). "Making sense of network dynamics through network pictures: A longitudinal case study". Industrial marketing management, v. 34, n. 7, pp. 648-657. https://doi.org/10.1016/j.indmarman.2005.05.008

Fortune (2016). Here´s the timeline of Samsung´s Galaxy Note 7 recall crisis, October 10. https://fortune.com/2016/10/10/timeline-samsun-galaxy-note-recall-crisis

Chakravarty, Anindita; Liu, Yong; Mazumdar, Tridib (2010). "The differential effects of online word-of-mouth and critics´ reviews on pre-release movie evaluation". Journal of interactive marketing, v. 24, n. 3, pp. 185-197. https://doi.org/10.1016/j.intmar.2010.04.001

Chen, Zifei F.; Hong, Cheng; Li, Cong (2017). "The joint effect of association-based corporate posting strategy and eWOM comment valence on social media". Internet research, v. 27, n. 5, pp. 1039-1057. https://doi.org/10.1108/IntR-05-2016-0140

Cho, Seong E.; Jung, Kujin; Park, Han Woo (2013). "Social media use during Japan´s 2011 earthquake: how Twitter transforms the locus of crisis communication". Media international Australia, v. 149, n. 1, pp. 28-40. https://doi.org/10.1177/1329878X1314900105

Coombs, Timothy W. (2006a). Ongoing crisis communication: Planning, managing and responding. Thousand Oaks, CA: Sage. ISBN: 978 1 452261362

Coombs, Timothy W. (2006b). "The protective powers of crisis response strategies: Managing reputational assets during a crisis". Journal of promotion management, v. 12, n. 3-4, pp. 241-260. https://doi.org/10.1300/J057v12n03_13

Coombs, Timothy W.; Holladay, Sherry J. (2007). "The negative communication dynamic: Exploring the impact of stakeholder affect on behavioral intentions". Journal of communication management, v. 11, n. 4, pp. 300-312. https://doi.org/10.1108/13632540710843913

Coombs, Timothy W.; Holladay, Sherry J. (2015). "CSR as crisis risk: expanding how we conceptualize the relationship". Corporate communications: An international journal, v. 20, n. 2, pp. 144-162. https://doi.org/10.1108/CCIJ-10-2013-0078

Diesner, Jana; Aleyasen, Amirhossein; Chin, Chieh-Li; Mishra, Shubhanshu; Soltani, Kiumars; Tao, Liang (2015). "Context: Network construction from texts [Software]". http://context.lis.illinois.edu

Dimitrov, Roumen. (2015). "Silence and invisibility in public relations". Public relations review, v. 41, n. 5, pp. 636-651. https://doi.org/10.1016/j.pubrev.2014.02.019

Ford, David; Redwood, Michael (2005). "Making sense of network dynamics through network pictures: A longitudinal case study". Industrial marketing management, v. 34, n. 7, pp. 648-657. https://doi.org/10.1016/j.indmarman.2005.05.008

Gondal, Neha; McLean, Paul D. (2013). "What makes a network go round? Exploring the structure of a strong component with exponential random graph models". Social networks, v. 35, n. 4, pp. 499-513. https://doi.org/10.1016/j.socnet.2013.06.004

Hambrick, Marion E.; Pegoraro, Ann (2014). "Social Sochi: Using social network analysis to investigate electronic word-of-mouth transmitted through social media communities". International journal of sport management and marketing, v. 15, n. 3-4, pp. 120-140. http://doi.org/10.1504/IJSMM.2014.072005

Handcock, Mark S.; Hunter, David R.; Butts, Carter T.; Goodreau, Steven M.; Morris, Martina (2008). "Statnet: Software tools for the representation, visualization, analysis and simulation of network data". Journal of statistical software, v. 24, n. 1, pp. 1-11. https://doi.org/10.18637/jss.v024.i01

Hunt, Elle (2016). Tay, Microsoft´s AI chatbot, gets a crash course in racism from Twitter. April 10. https://www.theguardian.com/technology/2016/mar/24/tay-microsofts-ai-chatbot-gets-a-crash-course-in-racism-from-twitter

Hunter, David R.; Goodreau, Steven M.; Handcock, Mark S. (2008). "Goodness of fit of social network models". Journal of the American Statistical Association, v. 103, n. 481, pp. 248-258. https://doi.org/10.1198/016214507000000446

Hunter, David R.; Goodreau, Steven M.; Handcock, Mark S. (2013). "Ergm.userterms: A template package for extending Statnet". Journal of statistical software, v. 52, n. 2, 1-25. https://doi.org/10.18637/jss.v052.i02

Jung, Kyujin; Park, Sejung; Wu, Wei-Ning; Park, Han Woo (2015). "A webometric approach to policy analysis and management using exponential random graph models". Quality & quantity, v. 49, n. 2, pp. 581-598. https://doi.org/10.1007/s11135-014-0010-2

Kelleher, Tom (2015). "Everybody´s job? Managing public relations in the age of social media". In: Ki, Eyun-Jung; Kim, Jeong-Nam; Ledingham, John A. (eds.). Public relations as relationship management: A relational approach to the study and practice of public relations, pp. 281-305. ISBN: 978 0 805841039

Kraft, Amy (2016). Microsoft shuts down AI chatbot after it turned into a Nazi, 25 March. https://www.cbsnews.com/news/microsoft-shuts-down-ai-chatbot-after-it-turned-into-racist-nazi

Ki, Eyun-Jung; Nekmat, Elmie (2014). "Situational crisis communication and interactivity: Usage and effectiveness of Facebook for crisis management by Fortune 500 companies". Computers in human behavior, v. 35, pp. 140-147. https://doi.org/10.1016/j.chb.2014.02.039

Lee, Hyunmin; Park, Hyojung (2013). "Testing the impact of message interactivity on relationship management and organizational reputation". Journal of public relations research, v. 25, n. 2, pp. 188-206. https://doi.org/10.1080/1062726X.2013.739103

Lee, Young Lyoul; Song, Seokwoo (2010). "An empirical investigation of electronic word-of-mouth: Informational motive and corporate response strategy". Computers in human behavior, v. 26, n. 5, pp. 1073-1080. https://doi.org/10.1016/j.chb.2010.03.009

Liu, Brooke Fisher; Austin, Lucinda; Jin, Yan (2011). "How publics respond to crisis communication strategies: The interplay of information form and source". Public relations review, v. 37, n. 4, pp. 345-353. https://doi.org/10.1016/j.pubrev.2011.08.004

López, Maribel (2012). Samsung explains Note 7 battery explosions, and turns crisis into opportunity, January 22. https://www.forbes.com/sites/maribellopez/2017/01/22/samsung-reveals-cause-of-note-7-issue-turns-crisis-into-opportunity/#3659254c24f1

Lusher, Dean; Ackland, Robert (2011). "A relational hyperlink analysis of an online social movement". Journal of social structure, v. 12, n. 1, pp. 1-49. https://doi.org/10.21307/joss-2019-034

Ng, Yu-Leung; Song, Yunya K.; Kwon, Hazel; Huang, Yu (2020). "Toward an integrative model for online incivility research: A review and synthesis of empirical studies on the antecedents and consequences of uncivil discussions online". Telematics and informatics, v. 47, pp. 1-13. https://doi.org/10.1016/j.tele.2019.101323

Ortega, José-Luis (2020). "Altmetrics data providers: A meta-analysis review of the coverage of metrics and publications". El profesional de la información, v. 29, n. 1, e290107. https://doi.org/10.3145/epi.2020.ene.07

Pang, Augustine; Hassan, Nasrath B. B. A.; Chong, Aaron C. Y. (2014). "Negotiating crisis in the social media environment: Evolution of crises online, gaining credibility offline". Corporate communications: An international journal, v. 19, n. 1, pp. 96-118. https://doi.org/10.1108/CCIJ-09-2012-0064

Park, Sejung (2019). "We love or hate when celebrities speak up about climate change: Receptivity to celebrity involvement in environmental campaigns". Journal of contemporary Eastern Asia, v. 18, n. 1, pp. 175-188. https://collected.jcu.edu/fac_bib_2019/74

Park, Sejung; Park, Jiyoung; Lim, Yonsoo; Park, Han Woo (2016). "Expanding the presidential debate by tweeting: The 2012 presidential election debate in South Korea". Telematics and informatics, v. 33, n. 2, pp. 557-569. https://doi.org/10.1016/j.tele.2015.08.004

Peng, Tai-Quan; Liu, Mengchen; Wu; Yingcai; Liu, Shixia (2016). "Follower-followee network, communication networks, and vote agreement of the US members of congress". Communication research, v. 43, n. 7, pp. 996-1024. https://doi.org/10.1177/0093650214559601

Rauhala, Emily (2015). Fading hope and little help for families of flight 370 passengers, 6 March. https://time.com/3733307/malaysia-airlines-flight-370-mh370-disappearance-anniversary-china

Samsung (2016). Samsung will replace current Note7 with new one [Statement]. 2 September. https://news.samsung.com/global/statement-on-galaxy-note7

Samuelson, Kate (2016). A brief history of Samsung´s troubled Galaxy Note 7 smartphone, 11 October. https://time.com/4526350/samsung-galaxy-note-7-recall-problems-overheating-fire

Thelwall, Mike; Levitt, Jonathan M. (2020). "Retweeting Covid-19 disability issues: Risks, support and outrage". El profesional de la información, v. 27, n. 1, pp. 49-64. https://doi.org/10.3145/epi.2020.mar.16

Wang, Rong; Cheliotis, Giorgos (2016). "Institutional and entrepreneurial engagement in commons-based peer production". International journal of communication, v. 10, n. 22, pp. 4258-4279. https://ijoc.org/index.php/ijoc/article/view/4248

Yun, Jinhyo-Joseph; Jeon, JeongHwan; Park, KyungBae; Zhao, Xiaofei (2018). "Benefits and costs of closed innovation strategy: Analysis of Samsung´s Galaxy Note 7 explosion and withdrawal scandal". Journal of open innovation: Technology, market, and complexity, v. 4, n. 3, e20. https://doi.org/10.3390/joitmc4030020

Zeler, Ileana; Capriotti, Paul (2019). "Communicating corporate social responsibility issues on Facebook´s corporate fanpages of Latin American companies". El profesional de la información, v. 28, n. 5, e280507. https://doi.org/10.3145/epi.2019.sep.07

Zhang, Boyang; Veijalainen, Jari; Kotkov, Denis (2016). "Volkswagen emission crisis: Managing stakeholder relations on the Web". In: Webist 2016: Proceedings of the 12th International conference on web information systems and technologies, v. 1, Scitepress. ISBN: 978 989 7581 86 1 https://www.scitepress.org/ProceedingsDetails.aspx?ID=3+jVxrFrKoI=&t=1

Descargas

Publicado

2020-10-23

Cómo citar

Park, S., & Park, H. W. (2020). A webometric network analysis of electronic word of mouth (eWOM) characteristics and machine learning approach to consumer comments during a crisis. Profesional De La información, 29(5). https://doi.org/10.3145/epi.2020.sep.16

Número

Sección

Artí­culos de investigación / Research articles