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International Conference on Business Informatics Research

BIR 2016: Perspectives in Business Informatics Research pp 297–311Cite as

What Role Do Emotions Play for Brands in Online Customer Reviews?

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 261))

Abstract

The field of mining unstructured data has been growing rapidly in business intelligence. An area of application represent online reviews where customers interact socially to share opinions towards brands. Thereby, exchanged emotions play a dominant role, which poses a challenge for brand managers to understand the emotional attitude in customer’s reviews. We develop a text-mining method that extracts information about emotions from customers’ product reviews. We cast the underlying analysis of emotions as a binary classification problem, by using features extracted with the help of a psychologically well-grounded emotion lexicon. Based on this, we identify for various brands, which emotion features are important in reviews that are perceived as helpful (and thus more influential) by customers. We have conducted an empirical investigation with a large, publicly available data set from Amazon. Among other insights, our findings can determine the importance of various emotions for different brands throughout several product categories.

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Notes

  1. 1.

    We follow the assumption that, as is typical in many e-commerce sites, customers can vote a review as helpful or not helpful.

  2. 2.

    Please note that for a better overview, we have arranged the brands from adidas Group of Fig. 6 in the same order as displayed in the gray box in Fig. 5.

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Author information

Authors and Affiliations

  1. Katholische Universität Eichstätt-Ingolstadt, Auf der Schanz 49, 85049, Ingolstadt, Germany

    Armin Felbermayr & Alexandros Nanopoulos

Authors
  1. Armin Felbermayr
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  2. Alexandros Nanopoulos
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Corresponding author

Correspondence to Armin Felbermayr .

Editor information

Editors and Affiliations

  1. Department of Information Technology, University of Economics, Prague 3, Czech Republic

    Václav Řepa

  2. Department of Information Technology, University of Economics, Prague 3, Praha, Czech Republic

    Tomáš Bruckner

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Felbermayr, A., Nanopoulos, A. (2016). What Role Do Emotions Play for Brands in Online Customer Reviews?. In: Řepa, V., Bruckner, T. (eds) Perspectives in Business Informatics Research. BIR 2016. Lecture Notes in Business Information Processing, vol 261. Springer, Cham. https://doi.org/10.1007/978-3-319-45321-7_21

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