Effects of sentiment on recommendations in social network

Ping-Yu Hsu (), Hong-Tsuen Lei (), Shih-Hsiang Huang (), Teng Hao Liao (), Yao-Chung Lo () and Chin-Chun Lo ()
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Ping-Yu Hsu: National Central University
Hong-Tsuen Lei: National Central University
Shih-Hsiang Huang: National Central University
Teng Hao Liao: National Central University
Yao-Chung Lo: National Central University
Chin-Chun Lo: Taroko Software

Electronic Markets, 2019, vol. 29, issue 2, No 10, 253-262

Abstract: Abstract This study adopted a sentiment word database to extract sentiment-related data from microblog posts. These data were then used to investigate the effect of different types of sentiment-related words on product recommendations. The results indicate that posts containing strong sentiments received more clicks than posts containing neutral sentiments. Posts containing more than one positive sentiment word generate more effective recommendations than posts containing only one positive sentiment word. This study also demonstrated that posts with a negative polarity classification received more clicks than those with a positive polarity classification. Additionally, the microblog posts containing implicit sentiment words received more clicks than those containing explicit sentiment words. The findings presented here could assist product or service marketers who use Plurk or similar microblogging platforms better focus their limited financial resources on potential online customers to achieve maximum sale revenue.

Keywords: Social networking site; Social commerce; Microblog; Sentiment word; Plurk (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s12525-018-0314-5

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