Introducing technological disruption: how breaking media attention on corporate events impacts online sentiment

Dane Vanderkooi, Atefeh Mashatan and Ozgur Turetken

Journal of Business Analytics, 2024, vol. 7, issue 2, 63-82

Abstract: One modern strategy to anticipate consumer reaction to new products and services involves looking towards social media sites to explore consumer opinions. A rich body of literature on social media marketing suggests that an effective way to leverage social media platforms is the empirical analysis of electronic word-of-mouth (eWOM), particularly through sentiment analysis (SA). We propose a novel method for innovators to leverage social media by exploring how breaking media attention on notable corporate events impacts the general public sentiment surrounding a pre-introduced, potentially disruptive innovation (PPDI). Twitter conversations surrounding Facebook’s pre-introduced payment system called Libra, a permissioned blockchain-based cryptocurrency, were analysed as a case study. The analysis suggests that breaking media attention leads to a significant change in sentiment polarity. An event with a preannouncement leads to an emotional momentum effect whereby sentiment polarity accumulates across an anticipation period. Implications for how managers may leverage these insights are discussed.

Date: 2024
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DOI: 10.1080/2573234X.2023.2274088

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