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Rand Nickerson, OpinionLab's chief executive, puts additional costs for his company's services at pennies per consumer comment.
Results show that a personalized organizational response to a consumer comment on an organizational crisis message post beneficially affects organizational reputation through higher perceptions of conversational human voice (CHV) and sequentially lower consumer skepticism.
A 2 (tone of voice organizational response: personalized versus corporate) x 2 (consumer comment valence: positive versus negative) between-subjects experimental design (N = 264) was used to examine if a personalized organizational response to consumer comments is advisable to protect organizational reputation, and whether or not the desirability of it depends on the valence of these comments.
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Feedback for "sambuca914" -- consumer comments that are supposed to aid other potential buyers -- was overwhelmingly adulatory, with 407 positive statements, 5 neutral ones and 2 negative.
Little is known, however, about how organizations should deal with online consumer comments to such posts.
We use Mechanical Turk annotations to train an Opinion Mining System to classify Spanish consumer comments.
When consumer comments are positive, a personalized organizational response damages organizational reputation due to increased consumer skepticism.
The positive effect of a personalized response on organizational reputation through CHV disappeared when responding to positive consumer comments.
Applying state-of-the-art social analytics methodology to analyze the sentiments embedded in these consumer comments facilitates both firms' product design strategies and individual consumers' comparison shopping.
Therefore, the current study examines how organizations in crisis best deal with positive and negative consumer comments to an organizational crisis-related post.
We obtained information about each e-retailer's delivery package, including the color, extra gifts, and coupons, by using numerous consumer comments (both text and photo) and retailer product demonstrations.
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