Journal article

Unveiling What Is Written in the Stars: Analyzing Explicit, Implicit and Discourse Patterns of Sentiment in Social Media

Francisco Villarroel Ordenes, Stephan Ludwig, Ko De Ruyter, Dhruv Grewal, Martin Wetzels

Journal of Consumer Research | Oxford University Press (OUP) | Published : 2017


Deciphering consumers’ sentiment expressions from big data (e.g., online reviews) has become a managerial priority to monitor product and service evaluations. However, sentiment analysis, the process of automatically distilling sentiment from text, provides little insight regarding the language granularities beyond the use of positive and negative words. Drawing on speech act theory, this study provides a fine-grained analysis of the implicit and explicit language used by consumers to express sentiment in text. An empirical text-mining study using more than 45,000 consumer reviews demonstrates the differential impacts of activation levels (e.g., tentative language), implicit sentiment expres..

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University of Melbourne Researchers