Mining the Language of Online Discussions in the Service of Mass Market Communications

Mining the Language of Online Discussions in the Service of Mass Market Communications

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The Internet and other interactive media, such as digital video recorders (e.g., TIVO), have upset the traditional broadcast model of advertiser-supported programming. Marketers are increasingly turning to more targeted alternatives. Consumer goods companies, including Proctor a Gamble, McDonalds, and Nike, now routinely survey online consumer discussions and use the Internet for word-of-mouth and viral marketing campaigns. Broadcasters, marketers and advertisers need to find new ways to make their mass market messages more effective. Ethnographic studies have been used to gain insights to the consumption interests of online community members. Some of these studies have shown that communities develop unique or specialized language related to their topics of interest. This study identified and investigated an online community focused on Ford Mustang automobiles. Content analysis was used to identify special language. Results were then used to create advertisements (stimuli) that were applied in between-subjects experimental studies. Subjects were tested for brand personality perceptions, self-image congruence, attitudes toward the brand, and purchase intentions. Although the study did not demonstrate a hypothesized causal relationship between the advertising stimuli and the aforementioned perceptions and attitudes, it was successful in confirming previously theorized correlations between them. The study also showed that the special language developed in online communities is readily accessible and identifiable. The study lends support to the theory that such language can be mined and tested for marketing communications purposes that extend beyond attitudinal surveys of consumer preferences. An empirical demonstration of this theory awaits further study.... brand preference and buying intention (two dependent variables in this research) in different ways (Hansen, 2005). A specific ... The Ford Mustang received the most mentions of any individual model (30) and was thereby chosen for primaryanbsp;...

Title:Mining the Language of Online Discussions in the Service of Mass Market Communications
Publisher:ProQuest - 2007

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