Artificially Human: Examining the Potential of Text-Generating Technologies in Online Customer Feedback Management

2023 | International Conference on Information Systems | Citations: 0

Authors: Katsiuba, Dzmitry; Kew, Tannon; Dolata, Mateusz; Gurica, Matej; Schwabe, Gerhard

Abstract: Online customer feedback management plays an increasingly important role for bu ... Expand

Abstract: Online customer feedback management plays an increasingly important role for businesses. Yet providing customers with good responses to their reviews can be challenging, especially as the number of reviews grows. This paper explores the potential of using generative AI to formulate responses to customer reviews. Using advanced NLP techniques, we generated responses to reviews in different authoring configurations. To compare the communicative effectiveness of AI-generated and human-written responses, we conducted an online experiment with 502 participants. The results show that a Large Language Model performed remarkably well in this context. By providing concrete evidence of the quality of AI-generated responses, we contribute to the growing body of knowledge in this area. Our findings may have implications for businesses seeking to improve their customer feedback management strategies, and for researchers interested in the intersection of AI and customer feedback. This opens opportunities for practical applications of NLP and for further IS research. Collapse

Topics: generative AI online review Turing test artificial intelligence marketing management

Methods: survey experiment natural language processing survey design Kruskal Wallis test

Trust and commitment within a virtual brand community: The mediating role of brand relationship quality

2018 | Information & Management | Citations: 11

Authors: Akrout, Houcine; Nagy, Gàbor

Abstract: This study seeks to clarify the antecedents and consequences of trust and commit ... Expand

Abstract: This study seeks to clarify the antecedents and consequences of trust and commitment within the brand fan page context on Facebook, examining a sample of 210 respondents using structural equation modeling. The results highlight the positive effect of economic and hedonic benefits on trust and commitment within the brand fan page. Mediation analysis reveals that trust and commitment developed within the brand fan page will be transformed into positive “word of mouth” for the respective brand if fans have a strong relationship quality with the brand. Further, we found that young and female fans with a high level of engagement, having a strong relationship with the brand, spread positive WOM. Our findings broaden ways for developing relational governance in a firm-initiated virtual brand community by providing new levers and guidance for marketers to build strong customer relationships. Collapse

Topics: Facebook marketing management word of mouth social network customer relationship management

Methods: structural equation modeling survey mediation analysis statistical hypothesis test SEM tool

Theories: social capital theory

“I (don’t) think I'll be ok…": Understanding perceived impacts of Internet Outage

2017 | Americas Conference on Information Systems | Citations: 0

Authors: Grandhi, Sukeshini A; Plotnick, Linda; Hiltz, Starr Roxanne; Xu, Yu

Abstract: How do people perceive the impacts on their lives should the Internet go out for ... Expand

Abstract: How do people perceive the impacts on their lives should the Internet go out for an extended period of time? This paper is based on 754 responses to a survey of mostly students at three universities. It was found that perceptions are very divided, both in terms of feelings about whether an Internet outage is likely in the future, and in terms of how serious its effects would be. Two impact factors were identified, Affect and Awareness. In terms of age differences, 18-29-year-old respondents have a significantly higher current usage of social media, and perceive more impacts on Affect and Awareness. Likewise, females use social media more than males, and predict a significantly higher impact on their Affect. This paper is the first to explore perceptions of the impacts of an internet outage; future research plans are described. Collapse

Topics: internet technology social media government system information system use word of mouth

Methods: survey parametric test ANOVA data transformation factor analysis

Assimilation of Mobile Marketing in Companies

2017 | HICSS | Citations: 0

Authors: Stanoevska-Slabeva, Katarina; Lenz-Kesekamp, Vera; Wozniak, Thomas; Schaffner, Dorothea

Abstract: This paper explores the assimilation of mobile marketing (MM) in companies. By c ... Expand

Abstract: This paper explores the assimilation of mobile marketing (MM) in companies. By combining the technology-organization-environment framework and domestication theory, first a structural equation model is build and empirically tested with an online survey. The results show that mobile culture has a significant impact on MM goal achievement. A subsequent cluster analysis shows that there are three segments of companies applying MM: sophisticated, mediocre and unready MM adopters. Collapse

Topics: mobile application marketing management technology adoption user requirement advertising management

Methods: cluster analysis structural equation modeling survey parametric test chi squared test

Theories: theory of everything technology organization environment framework

Effects of Social Interaction Dynamics on Platforms

2016 | Journal of Management Information Systems | Citations: 107

Authors: Thies, Ferdinand; Wessel, Michael; Benlian, Alexander

Abstract: Despite the increasing relevance of online social interactions on platforms, the ... Expand

Abstract: Despite the increasing relevance of online social interactions on platforms, there is still little research on the temporal interaction dynamics between electronic word-of-mouth (eWOM, a form of opinion-based social interaction), popularity information (a form of action-based social interaction), and consumer decision making. Drawing on a panel data set of more than 23,300 crowdfunding campaigns from Indiegogo, we investigate the dynamic effects of these social interactions on consumers’ funding decisions using the panel vector autoregressive methodology. Our analysis shows that both eWOM and popularity information are critical influencing mechanisms in crowdfunding. However, our overarching finding is that eWOM surrounding crowdfunding campaigns on Indiegogo or Facebook has a significant yet substantially weaker predictive power than popularity information. We also find that whereas popularity information has a more immediate effect on consumers’ funding behavior, its effectiveness decays rather quickly, while the impact of eWOM recedes more slowly. This study contributes to the extant literature by (1) providing a more nuanced understanding of the dynamic effects of opinion-based and action-based social interactions, (2) unraveling both within-platform and cross-platform dynamics, and (3) showing that social interactions are perceived as quality indicators on crowdfunding platforms that help consumers reduce risks associated with their investment decisions. These results can help platform providers and complementors to stimulate contribution behavior and increase the prosperity of a platform. Collapse

Topics: online word of mouth word of mouth crowdfunding crowdsourcing Facebook

Methods: robustness check longitudinal research time series analysis theory development Granger causality

Facilitators, characteristics, and impacts of Twitter use: Theoretical analysis and empirical illustration

2015 | International Journal of Information Management | Citations: 10

Authors: Aladwani, Adel M.

Abstract: a b s t r a c tGiven its widespread utilization, Twitter has become a key issue ... Expand

Abstract: a b s t r a c tGiven its widespread utilization, Twitter has become a key issue for many scholars, public decision makers, and global business managers. Despite this broad interest, there is insufficient research on the different aspects of Twitter use in multigroup settings. Such oversight limits our understanding of the range of elements that can explain Twitter use. This study contributes to the literature by proposing a framework that divides Twitter use into three major components: facilitators, characteristics, and impacts. Secondary data from 41 Twitter accounts and primary data from 20 interviewees, as well as survey responses from 58 individual, business, and government participants, were used to analyze the framework. The study identified and analyzed 65 indicators of Twitter: 28 facilitators, 20 use characteristics, and 17 impact areas. The findings offer insights for decision makers and scholars interested in understanding Twitter use in a multigroup setting. The proposed framework can provide theoretical justifications for and predictions of relevant Twitter issues. Further, it can help policy makers and business managers assess whether certain aspects of Twitter in a given setting need more attention. nals. He is presently serving as a member of the editorial review board or a referee for a number of Information Systems journals. His current research interests focus on social media, website quality, and the performance of IT projects. Collapse

Topics: Twitter social media Java intellectual property privacy

Methods: qualitative interview survey cross sectional research Mann Whitney U test nonparametric test

Theories: two-factor theory

The Role of Communication Types on Referral Acceptance in Social Networks

2015 | Americas Conference on Information Systems | Citations: 3

Authors: Kã, Antonia

Abstract: The advancement of communication tools has changed interpersonal communication a ... Expand

Abstract: The advancement of communication tools has changed interpersonal communication among consumers. Companies leverage different communication tools to reach customers, while it is unclear, how communication types affect online referral acceptance. This study draws on affordances and social presence theory to investigate the role of two communication types (i.e. private and public) in social networks on recipients’ intention to accept a referral. Furthermore, we examine how rewards (i.e. for the referrer or receiver) impact the likelihood of referral acceptance depending on the communication type. We conducted a 3x2 between-subjects experiment. Results demonstrate that referrals without any reward are equally accepted in both communication types. However, when a referral includes a receiver reward, consumers prefer to receive the referral through the private communication type rather than through the public communication type. This research yields empirical evidence that helps companies facilitate the selection of appropriate communication types for unrewarded and rewarded online referrals. Collapse

Topics: social presence Facebook social network social commerce communication service infrastructure

Methods: experiment partial least squares regression experimental group Student's t-test parametric test

Theories: social presence theory theory of affordance