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Exploring the Hidden Pattern From Tweets: Investigation into Volkswagen Emissions Scandal
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Author(s): Ying Kei Tse (University of York, UK), Minhao Zhang (University of York, UK), Bob Doherty (University of York, UK), Paul Chappell (University of York, UK), Susan R. Moore (University of York, UK)and Tom Keefe (University of York, UK)
Copyright: 2018
Pages: 21
Source title:
Social Media Marketing: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-5637-4.ch046
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Abstract
Social media has recently emerged as a key tool to manage customer relations in industry. This chapter aims to contribute a step-by-step Twitter Analytic framework for analysing the tweets in a fiscal crisis. The proposed framework includes three major sections – demographic analytic, content analytic and integrated method analytic. This chapter provides useful insights to develop this framework through the lens of the recent Volkswagen emission scandal. A sizable dataset of #volkswagescandal tweets (8,274) was extracted as the research sample. Research findings based upon this sample include the following: Consumer sentiments are overall negative toward the scandal; some clustered groups are identified; male users expressed more interest on social media in the topic than female users; the popularity of tweets was closely related with the timing of news coverage, which indicates the traditional media is still playing a critical role in public opinion formation. The limitations and practical contribution of the current study are also discussed.
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