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Customer Complaints in Social Networks in the Spanish Telecommunication Industry: An Analysis Using ‘Critizen'
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Author(s): Antonia Estrella-Ramón (University of Almeria, Spain)and Alba Utrera-Serrano (University of Almeria, Spain)
Copyright: 2017
Pages: 22
Source title:
Social Media Data Extraction and Content Analysis
Source Author(s)/Editor(s): Shalin Hai-Jew (Hutchinson Community College, USA)
DOI: 10.4018/978-1-5225-0648-5.ch006
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Abstract
Nowadays social networks have a high potential to disseminate information, positive and negative, of any person, organization or product generating electronic word of mouth through customers' comments and complaints. Consequently, this paper proposes a novel research on the content related to the users' online complaints and seeks to understand the power of social networks as creating electronic word of mouth. For this task, the user-generated social network Critizen is used, especially critiques related to one of the most criticised sectors in Spain, that is, the telecommunication industry. The main results of this paper reveal that content analysis is an effective technique to extract business value from the vast amount of data available on the Internet, and especially in social networks.
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