Sentiment analysis of social commerce: a harbinger of online reputation management

Abstract

Social media, a combination of socialization and media is diffusing and impacting different business sectors, and non-governmental organization globally. Social media coalesce traditional print and electronic media, and it is advancing the marketing mix most especially the communication marketing mix. Online reputation management is an extension of public relations, a long-time practice of organization image laundering through print and online media. This study argues that sentiment analysis of product or service evaluation is an antecedent of online reputation management. This study applies the hybrid technique to sort out social commerce customers' reviews, appraise the quality of the extracted data and identify the opinion that transpired between online retailing merchants and online customers. The framework proposed in this study will serve as a foundation and precedent for an effective online reputation management and stands to improve customer service. This study offers some managerial implications and indicates future research.

Autonomous and Sustainable Service Economies: Data-Driven Optimization of Design and Operations through Discovery of Multi-Perspective Parameters

“…By optimizing the customer experience, businesses can provide a seamless and enjoyable purchasing journey that encourages repeat purchases, fosters brand loyalty, and ultimately drives sales [228]. Through the use of data analytics, businesses can also monitor and improve their online and social commerce performance by tracking website traffic, consumer behavior, and product reviews [229]. Other dimensions of this parameter that our tool helped to identify include promoting co-creation services [230], supporting collaborative consumption and sharing economies [231], and enhancing social commerce in communities [232].…”