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توضیحات

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مشخصات این مقاله :

عنوان مقاله :

Thematic Discrepancy Analysis: A Method to Gain Insights into Lurkers and Test for Non-Response Bias

ترجمه فارسی عنوان :

تجزیه و تحلیل روش به دست آوردن بینش و تست گرایش عدم پاسخگویی

سال انتشار : 2014

متعلق به مجله یا ژورنال : نشریه بازاریابی تعاملی – Journal of Interactive Marketing

فرمت: PDF

تعداد صفحات: 13

شماره پروژه: 5082


کلمات کلیدی :

Word of mouth, Research methodology, Non-response bias, Market sensing,Lurkers

کلام دهان، روش تحقیق، گرایش عدم پاسخگویی، سنجش بازار، Lurkers


چکیده  :

Abstract

Word of mouth (WOM), long recognized as a highly influential source of information, has taken on new importance with the proliferation of online WOM. Research in online environments has focused on individuals who actively participate in generating WOM. However, over 90% of those that read WOM are non-participants, commonly called “lurkers.” This paper develops and tests a thematic discrepancy analysis (TDA) approach that combines commonly available information on Views and Replies with content analysis to provide new insights into differences between WOM participants and lurkers. TDA provides managers with market-sensing information to identify hidden opportunities and threats, as well as to test for non-response bias. Given the lack of approaches to address non-response bias due to lurkers, TDA represents a significant contribution to research methodology. We demonstrate the efficacy of TDA by applying it to a large scale WOM dataset containing over 80,000 messages from a brand-specific online forum.


مقدمه این مقاله :

 Introduction

The rise of online forums and communities has dramatically increased the scope of word of mouth (WOM) marketing (Dwyer 2007; Kozinets et al. 2010), allowing consumers greater access to information from subject matter experts and other key influentials who impact new purchases (Rogers 2003). However, the value of these forums extends well beyond the ability to facilitate WOM communication—the forums are also important locales for brand admirers to communicate and share experiences, further enhancing the value and resonance of the brand (Keller 2003) inways that are simply not possible in traditional, face-to-face settings. Online forums provide detailed WOM data that were unattainable prior to the advent of the Internet. Using WOM data from forums, both managers and researchers can now see exactly what was said and when it was said, often time-stamped down to the second. In these forums, messages are organized into “threads”comprised of an original post or review, followed by replies submitted to the thread by participants. This organization allows managers, researchers, and community members alike to see who is replying to whom. Furthermore, online forums expose a wealth of related data, including the number of people replying to a thread and even the number of times a thread has been viewed by visitors.These forums attract a broad array of consumers including brand aficionados, product category experts, and general enthusiasts, as well as individuals simply seeking information. Naturally, research on forums and Internet communities has focused on the activity of experts, key influentials, innovators, and enthusiasts, as those individuals are the ones who provide the bulk of the activity on these sites. Services such as Google Analytics (Google 2012) monitor general activity along key search terms, or unusual activity at a firm’s site, allowing managers to monitor discussions among active participants on previously identified topics or themes.


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توضیحات بیشتر در مورد پروژه :

در این مقاله خواهید خواند که کلام دهان (WOM) به عنوان یک منبع بسیار با نفوذ اطلاعات به رسمیت شناخته شده است.که با گسترش آن به صورت آنلاین  در آمده است. همچنین ما اثر TDA را با استفاده از یک مجموعه بسیار بزرگ WOM با بیش از هشتاد هزار پیام از انجمن برند خاص آنلاین نشان می دهیم.


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