Making sense of consumers' tweets: Sentiment outcomes for fast fashion retailers through big data analytics

Article

Pantano, E., Giglio, S. and Dennis, C. 2019. Making sense of consumers' tweets: Sentiment outcomes for fast fashion retailers through big data analytics. International Journal of Retail & Distribution Management. 47 (9), pp. 915-927. https://doi.org/10.1108/IJRDM-07-2018-0127
TypeArticle
TitleMaking sense of consumers' tweets: Sentiment outcomes for fast fashion retailers through big data analytics
AuthorsPantano, E., Giglio, S. and Dennis, C.
Abstract

Purpose- Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might access to improve the decision-making process, by impacting the competitive and marketing intelligence. The aim of this research is to help to develop understanding of consumers online generated contents in terms of positive or negative comments to increase marketing intelligence.
Design/Methodology/Approach- The research focuses on the collection of 9,652 tweets referring to three fast fashion retailers of different sizes operating in the UK market, which have been shared among consumers and between consumer and firm, and subsequently evaluated through a sentiment analysis based on machine learning.
Findings- Findings provide the comparison and contrast of consumers’ response towards the different retailers, while providing useful guidelines to systematically making sense of consumers’ tweets and enhancing marketing intelligence.
Practical Implications- Our research provides an effective and systemic approach to (i) accessing the rich data set on consumers’ experiences based the massive number of contents that consumers generate and share online, and (ii) investigating this massive amount of data to achieve insights able to impact on retailers’ marketing intelligence.
Originality/Value- To best of our knowledge, while other authors tried to identify the effect of positive or negative online comments/posts/reviews, the present study is the first one to show how to systematically detect the positive or negative sentiments of shared tweets for improving the marketing intelligence of fast fashion retailers.

KeywordsOnline consumer behaviour; Fast fashion; Big Data analytics; Consumer-generated contents; E-word of mouth communication ; User-generated contents (UGC)
PublisherEmerald
Journal International Journal of Retail & Distribution Management
ISSN0959-0552
Electronic1758-6690
Publication dates
Online07 Nov 2018
Print09 Sep 2019
Publication process dates
Deposited12 Oct 2018
Accepted11 Oct 2018
Output statusPublished
Accepted author manuscript
Copyright Statement

This is the accepted version of the manuscript "Making sense of consumers’ tweets: sentiment outcomes for fast fashion retailers through big data analytics", published in the journal "International Journal of Retail & Distribution Management" available via the journal site at:https://doi.org/10.1108/IJRDM-07-2018-0127. This article is © 2018, Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

Digital Object Identifier (DOI)https://doi.org/10.1108/IJRDM-07-2018-0127
Web of Science identifierWOS:000481820100002
LanguageEnglish
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