Electronic word of mouth analysis for new product positioning evaluation
作者：
Highlights：
• A new method for evaluating products positioning strategy using topic modelling and sentiment analysis.
• Uses longitudinal analysis to identify the effect of time on product’s sentiment.
• Uses ordinal logistic regression to evaluate the effect of time on the product positioning and diagnose the cause of mispositioning.
• Employs design science as a framework for the development and evaluation of the proposed method.
• Apply the method in a case-study from the smartphone industry.
摘要
•A new method for evaluating products positioning strategy using topic modelling and sentiment analysis.•Uses longitudinal analysis to identify the effect of time on product’s sentiment.•Uses ordinal logistic regression to evaluate the effect of time on the product positioning and diagnose the cause of mispositioning.•Employs design science as a framework for the development and evaluation of the proposed method.•Apply the method in a case-study from the smartphone industry.
论文关键词：Micro-blogs,Sentiment Analysis,Product positioning,Topic modelling
论文评审过程：Received 31 August 2019, Revised 31 May 2020, Accepted 2 June 2020, Available online 9 June 2020, Version of Record 2 July 2020.
论文官网地址：https://doi.org/10.1016/j.elerap.2020.100986
