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Consumer Sentiment in Tweets and Coupon Information-Sharing Behavior: An Initial Exploration
Abstract
The authors aim to explore the correlation between coupon information-sharing behavior and consumer sentiment by analyzing tweets. They used Twitter application programming interface to retrieve users' tweets, and took a machine learning approach for sentiment analysis. After the data pre-processing procedure, the authors then examined the correlation between sentiments in tweets and coupon information sharing. More than half of the most active users showed that their coupon information-sharing behavior correlated to both positive and negative sentiments. The results also showed that the response, coupon information sharing, for positive/negative sentiment had no significant time shifting pattern for most of the users. This study preliminary verifies the assumption that there is a correlation between users' sentiments in tweets and coupon information-sharing behavior, and indicates some interesting findings. The authors' findings may shed light on whether sentiment plays a role in social media communication concerning the sharing of coupon information.
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