Micro-blogging as online word of mouth branding

Bernard Jansen, Mimi Zhang, Kate Sobel, Abdur Chowdury

Research output: Chapter in Book/Report/Conference proceedingConference contribution

89 Citations (Scopus)

Abstract

In this paper, we report research results investigating micro-blogging as a form of online word of mouth branding. We analyzed 149,472 micro-blog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these micro-blog postings, types of expressions, and sentiment fluctuations. Of the branding micro-blogs, nearly 20 percent contained some expressions of branding sentiments. Of these tweets with sentiments, more than 50 percent were positive and 33 percent critical of the company or product. We discuss the implications for organizations in using micro-blogging as part of their overall marketing strategy and branding campaigns.

Original languageEnglish
Title of host publicationConference on Human Factors in Computing Systems - Proceedings
Pages3859-3864
Number of pages6
DOIs
Publication statusPublished - 2009
Externally publishedYes
Event27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009 - Boston, MA, United States
Duration: 4 Apr 20099 Apr 2009

Other

Other27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009
CountryUnited States
CityBoston, MA
Period4/4/099/4/09

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Keywords

  • Branding
  • Micro-blogging
  • Social networking
  • Twittering

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design
  • Software

Cite this

Jansen, B., Zhang, M., Sobel, K., & Chowdury, A. (2009). Micro-blogging as online word of mouth branding. In Conference on Human Factors in Computing Systems - Proceedings (pp. 3859-3864) https://doi.org/10.1145/1520340.1520584

Micro-blogging as online word of mouth branding. / Jansen, Bernard; Zhang, Mimi; Sobel, Kate; Chowdury, Abdur.

Conference on Human Factors in Computing Systems - Proceedings. 2009. p. 3859-3864.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Jansen, B, Zhang, M, Sobel, K & Chowdury, A 2009, Micro-blogging as online word of mouth branding. in Conference on Human Factors in Computing Systems - Proceedings. pp. 3859-3864, 27th International Conference Extended Abstracts on Human Factors in Computing Systems, CHI 2009, Boston, MA, United States, 4/4/09. https://doi.org/10.1145/1520340.1520584
Jansen B, Zhang M, Sobel K, Chowdury A. Micro-blogging as online word of mouth branding. In Conference on Human Factors in Computing Systems - Proceedings. 2009. p. 3859-3864 https://doi.org/10.1145/1520340.1520584
Jansen, Bernard ; Zhang, Mimi ; Sobel, Kate ; Chowdury, Abdur. / Micro-blogging as online word of mouth branding. Conference on Human Factors in Computing Systems - Proceedings. 2009. pp. 3859-3864
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