استفاده از تحلیل احساسات در وب سایت های اجتماعی
Abstract
1- Introduction
2- Related work
3- System architecture
4- E‑WOM of telecommunication companies and their marketing decision analyses
5- Conclusion and discussion
References
Abstract
Because of the rapid development of communication and service in Taiwan, competition among telecommunication companies has become ever fiercer. Differences in marketing strategy usually become the key factor in keeping existing customers while attracting new ones. Although electronic word-of-mouth (e-WOM) is one of the most important pieces of information to a consumer making a purchase decision, very few articles on opinion mining have discussed and compared the relationship between multifaceted word-of-mouth (WOM) and marketing strategy. In this paper, we use our Chinese opinion-mining system (Wu et al. in J Supercomput 73:2987–3001, 2017) not only to retrieve articles related to 4G and conduct reputation analysis but also to discuss the relation between WOM and marketing strategy. The results show that (1) e-WOM can immediately and directly reflect the results of marketing strategy, and (2) although users are primarily concerned with aspects of price, online speed, and signal quality, for most Taiwanese customers, price is the key in choosing a telecommunication company. Moreover, although this paper used 4G-related articles from June 2014 to June 2015 for analysis, the results are consistent with the Taiwanese telecommunication companies’ current marketing strategy of attracting customers through low pricing.
Introduction
Mobile communication in Taiwan has formally advanced into the 4G era. Currently, Taiwanese 4G users comprise 20% of the country’s 24.63 million mobile users, and the number of telecommunication companies has increased from four to five. As 4G becomes more popular, increasing numbers of Taiwanese use handheld smart devices for a wide range of diversified services through mobile communication networks. It is foreseeable that competition among telecommunication companies will become fierce. Thus, each major telecommunication company will plan different marketing strategies to retain customers and even attempt to win other companies’ customers. With the convenience of a network, consumers can check each company’s WOM through famous platforms and forums so that they can make purchasing decisions based on an understanding of each company’s benefits and drawbacks with respect to network speed and quality, plan pricing, and service quality. Conversely, telecommunication companies can learn about consumers’ focus through WOM related to all aspects of each telecommunication company and further understand whether other companies’ marketing strategies and methods are effective in attracting consumers to extend their contracts or purchase new services. The mobile01 forum is a professional forum in Taiwan. To understand the customer’s response, many marketing professionals at telecommunication companies read articles on the mobile communication discussion board on the mobile01 forum. This helps them both to understand the services that are important to customers and to propose effective marketing strategies. Therefore, in this paper, we analysed 33,080 4G-related articles on the mobile01 forum’s mobile communication discussion board from June 2014 to June 2015.