International Journal of Market Research最新文献

The power of specific emotion analysis in predicting donations: A comparative empirical study between sentiment and specific emotion analysis in social media 特定情绪分析在预测捐赠方面的威力：社交媒体中情感分析与特定情绪分析的比较实证研究

International Journal of Market Research Pub Date : 2024-06-13 DOI: 10.1177/14707853241261248

S. Lee, Leo Paas, Ho Seok Ahn

{"title":"The power of specific emotion analysis in predicting donations: A comparative empirical study between sentiment and specific emotion analysis in social media","authors":"S. Lee, Leo Paas, Ho Seok Ahn","doi":"10.1177/14707853241261248","DOIUrl":"https://doi.org/10.1177/14707853241261248","url":null,"abstract":"This paper investigates the role of sentiment and specific emotion analysis in forecasting donation behaviour within the context of social networking services (SNSs). The study empirically examines the influence of sentiment and specific emotion analysis on donation behaviour for two non-profit organizations (NPOs): The Fred Hollows Foundation (The Foundation) in both Australia and New Zealand, and The University of Auckland (UOA) in New Zealand. We collected and analysed 298,569 tweets from 106,349 users mentioning these NPOs, along with 5,175,359 tweets mentioning the top 20 US brands from 1,623,113 users. We found that NPOs are often associated with brands that induce joy. Furthermore, sadness expressed by marketers and joy expressed by users positively affected donations to The Foundation, while user-expressed anger positively influenced donations to UOA within the same month. A two-month rolling average analysis highlighted the significant effect of lingering negative emotions on monthly donations over time. Specific emotion analysis outperforms sentiment analysis by demonstrating a higher effect size ( R 2). We advocate for the application of the transformer-transfer learning method for specific emotion analysis when scrutinizing large-scale social media data and devising fundraising strategies.","PeriodicalId":506657,"journal":{"name":"International Journal of Market Research","volume":"13 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141348794","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Upselling through upgrading: The role of employee engagement 通过提升进行追加销售：员工参与的作用

International Journal of Market Research Pub Date : 2024-06-10 DOI: 10.1177/14707853241259873

Hyunsoo Yoo, Jihoon Cho, Youngju Kim, Hye-jin Kim

引用次数: 0

Three little words: A pragmatic qualitative method to understand modern markets 三个小字了解现代市场的实用定性方法

International Journal of Market Research Pub Date : 2023-11-30 DOI: 10.1177/14707853231219927

Ruffin Relja, Philippa Ward, A. Zhao

{"title":"Three little words: A pragmatic qualitative method to understand modern markets","authors":"Ruffin Relja, Philippa Ward, A. Zhao","doi":"10.1177/14707853231219927","DOIUrl":"https://doi.org/10.1177/14707853231219927","url":null,"abstract":"This paper explores a rapid and low-intensity qualitative method that yields deep and rich insights into Generation Z and Millennials, who constitute the largest consumer group in history. This group favours frictionless digital solutions and their engagement with ‘elaborate’ qualitative techniques is unlikely, requiring researchers to marshal efficient technology-facilitated methods that render comparable insight. We assess the capacity of a ‘simple’ projective technique – online word association, accompanied by a few supporting questions – to offer as fine-grained insight into this consumer group against a more involved story stem completion method. The UK buy-now-pay-later (BNPL) context provides a complex novel market for this examination. Results suggest strong conceptual interconnection between the word association and the story stem completion task. Word associations generated similar resonance and tonality to that of the story stem but in a more compact manner, which liberates researchers and participants alike. The word association task focuses and delineates attention on a narrower set of words, not often done in the context of more traditional qualitative techniques, including story stem completion. Young consumers’ vocabularies reveal their most salient perceptions of the phenomenon. The word association task also facilitates Generation Z and Millennials’ active and positive online engagement, removing resistance and withdrawal from the research. This improves marketing response through immediacy, relevancy, and potency.","PeriodicalId":506657,"journal":{"name":"International Journal of Market Research","volume":"120 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139201222","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Handling the Inconsistency between Self-Report and the Actual Behavior: Validity of Excluding Survey Participants with Insufficient Effort Responding 处理自我报告与实际行为不一致的问题：排除努力程度不够的调查参与者的有效性

International Journal of Market Research Pub Date : 2023-11-29 DOI: 10.1177/14707853231209933

Makito Takeuchi, Junichiro Niimi, Takahiro Hoshino

引用次数: 0

Taking the measure of net promoter score: An assessment of construct and predictive validity 衡量净促进者得分：对构建和预测有效性的评估

International Journal of Market Research Pub Date : 2023-11-23 DOI: 10.1177/14707853231213274

Susana Jaramillo, George D. Deitz, John D. Hansen, E. Babakus

引用次数: 0