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Exploring interaction differences in Microblogging Word of Mouth between entrepreneurial and conventional service providers

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journal contribution
posted on 06.11.2018, 09:40 by Lukman Aroean, Dimitrios Dousios, Nina MichaelidouNina Michaelidou
In this study, we explore the interaction network properties of Microblogging Word of Mouth (MWOM), and how it is utilized by two different types of service providers, namely entrepreneurial and conventional. We use social network analysis, involving network metrics, sentiment, content and semantic analysis of real time data collected via Twitter, to compare two providers in terms of how they leverage MWOM in their social interactions. Results demonstrate that MWOM is utilized in an inherently different manner by an entrepreneurial provider, compared to a conventional one. Based on the findings, the study identifies distinctions between the entrepreneurial and conventional service providers in how they utilize MWOM on social media. Specifically, the entrepreneurial provider capitalizes on the interactive nature and dialogic capabilities of Twitter; whereas the conventional provider mostly relies on focal information sharing, thus neglecting the network members' content creation and relationship building capability of social media networks. The study has significant implications as it provides key insights and lessons in terms of how companies should respond to emerging digital opportunities in their online social interactions.

History

School

  • Business and Economics

Department

  • Business

Published in

Computers in Human Behavior

Volume

95

Pages

324-336

Citation

AROEAN, L., DOUSIOS, D. and MICHAELIDOI, N., 2018. Exploring interaction differences in Microblogging Word of Mouth between entrepreneurial and conventional service providers. Computers in Human Behavior, 95, pp.324-336.

Publisher

© Elsevier

Version

AM (Accepted Manuscript)

Publisher statement

This paper was accepted for publication in the journal Computers in Human Behavior and the definitive published version is available at https://doi.org/10.1016/j.chb.2018.10.020

Acceptance date

13/10/2018

Publication date

2018-10-15

Copyright date

2019

ISSN

0747-5632

Language

en