Consumer Sentiment in Tweets and Coupon Information-Sharing Behavior: An Initial Exploration

Chen-Ya Wang, Yi-Chun Lin, Hsia-Ching Chang and Seng-cho T. Chou
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Chen-Ya Wang: Department of Management & Information, National Open University, New Taipei City, Taiwan
Yi-Chun Lin: Department of Information Management, National Taiwan University, Taipei City, Taiwan
Hsia-Ching Chang: College of Information, University of North Texas, Denton, TX, US
Seng-cho T. Chou: Department of Information Management, National Taiwan University, Taipei City, Taiwan

International Journal of Online Marketing (IJOM), 2017, vol. 7, issue 3, 1-19

Abstract: The authors aim to explore the correlation between coupon information-sharing behavior and consumer sentiment by analyzing tweets. They used Twitter application programming interface to retrieve users' tweets, and took a machine learning approach for sentiment analysis. After the data pre-processing procedure, the authors then examined the correlation between sentiments in tweets and coupon information sharing. More than half of the most active users showed that their coupon information-sharing behavior correlated to both positive and negative sentiments. The results also showed that the response, coupon information sharing, for positive/negative sentiment had no significant time shifting pattern for most of the users. This study preliminary verifies the assumption that there is a correlation between users' sentiments in tweets and coupon information-sharing behavior, and indicates some interesting findings. The authors' findings may shed light on whether sentiment plays a role in social media communication concerning the sharing of coupon information.

Date: 2017
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