Mining online reviews to uncover consumer brand engagement

Uday Kulkarni, Amit V. Deokar, Haya Ajjan

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

We build on the theoretical foundations of consumer engagement from the marketing literature to propose a novel way to measure consumer brand engagement (CBE) using machine learning and natural language processing of consumer-generated online content. We conceptualize customer-written product reviews as more than just eWOM influencing purchase decisions, but as indicators of CBE. Our method is operationalized through a general-purpose artifact that allows continuous, time-variant, and flexible measurement of CBE. We demonstrate the feasibility of our approach through a large dataset of product reviews of multiple brands of a Fortune 500 garment retailer. Our contribution has implications for research, in that, it creates an opportunity to investigate the antecedent and consequent relationships between CBE and other critical marketing constructs such as intention to purchase and customer loyalty. Further, the ability to measure the time-variant nature of CBE allows for testing leading and lagging relationships between CBE and other key business indicators.

Original languageEnglish (US)
Title of host publication40th International Conference on Information Systems, ICIS 2019
PublisherAssociation for Information Systems
ISBN (Electronic)9780996683197
StatePublished - Jan 1 2020
Event40th International Conference on Information Systems, ICIS 2019 - Munich, Germany
Duration: Dec 15 2019Dec 18 2019

Publication series

Name40th International Conference on Information Systems, ICIS 2019

Conference

Conference40th International Conference on Information Systems, ICIS 2019
CountryGermany
CityMunich
Period12/15/1912/18/19

Keywords

  • Consumer brand engagement
  • Natural language processing
  • Product reviews
  • Text mining

ASJC Scopus subject areas

  • Computer Science Applications
  • Information Systems

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  • Cite this

    Kulkarni, U., Deokar, A. V., & Ajjan, H. (2020). Mining online reviews to uncover consumer brand engagement. In 40th International Conference on Information Systems, ICIS 2019 (40th International Conference on Information Systems, ICIS 2019). Association for Information Systems.