IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v144y2022icp997-1006.html
   My bibliography  Save this article

The power of emotions: Leveraging user generated content for customer experience management

Author

Listed:
  • Sykora, Martin
  • Elayan, Suzanne
  • Hodgkinson, Ian R.
  • Jackson, Thomas W.
  • West, Andrew

Abstract

Customer experience management (CEM) in the social media age finds itself needing to adapt to a rapidly changing digital environment and hence there is a need for innovative digital data analytical solutions. Drawing on an action case study of a large global automotive manufacturer, this study presents a digital innovation for enhanced emotion analytics on user generated content (UGC) and behaviour (UGB), to improve consumer insights for CEM. The digital innovation captures customer experience in real time, enabling measurement of a wide range of discrete emotions on the studied social media platform, which goes beyond traditional tools that capture positive or negative sentiment only. During the digital intervention, a substantial number of inauthentic and bot like behaviours was revealed, unbeknown to the case organisation. These accounts were found to be posting and amplifying highly emotional and potentially damaging content surrounding the case brand and its products. The study illustrates how emotion in the context of customer experience should go beyond typical categorisations, given the complexity of human emotion, while a distinction between bot and authentic users is imperative for CEM.

Suggested Citation

  • Sykora, Martin & Elayan, Suzanne & Hodgkinson, Ian R. & Jackson, Thomas W. & West, Andrew, 2022. "The power of emotions: Leveraging user generated content for customer experience management," Journal of Business Research, Elsevier, vol. 144(C), pages 997-1006.
    • Handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:997-1006
    DOI: 10.1016/j.jbusres.2022.02.048
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322001679
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.02.048?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Keiningham, Timothy & Aksoy, Lerzan & Bruce, Helen L. & Cadet, Fabienne & Clennell, Natasha & Hodgkinson, Ian R. & Kearney, Treasa, 2020. "Customer experience driven business model innovation," Journal of Business Research, Elsevier, vol. 116(C), pages 431-440.
    2. Kübler, Raoul V. & Colicev, Anatoli & Pauwels, Koen H., 2020. "Social Media's Impact on the Consumer Mindset: When to Use Which Sentiment Extraction Tool?," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 136-155.
    3. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    4. Colin Shaw & John Ivens, 2002. "Building Great Customer Experiences," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-55471-9.
    5. Mike Thelwall & Kevan Buckley & Georgios Paltoglou, 2012. "Sentiment strength detection for the social web," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 63(1), pages 163-173, January.
    6. Larissa Becker & Elina Jaakkola, 2020. "Customer experience: fundamental premises and implications for research," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 630-648, July.
    7. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    8. Mike Thelwall & Kevan Buckley & Georgios Paltoglou, 2012. "Sentiment strength detection for the social web," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 63(1), pages 163-173, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Stockheim, Inbal & Perez, Dikla & Podkamien, Yael, 2024. "Friend and Foe: The impact of complimentary competitor content (CCC) on consumer response towards the endorsing competitor," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Bigné, Enrique & Ruiz-Mafé, Carla & Badenes-Rocha, Alberto, 2023. "The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study," Journal of Business Research, Elsevier, vol. 157(C).
    3. Blasco-Arcas, Lorena & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2023. "Leveraging user behavior and data science technologies for management: An overview," Journal of Business Research, Elsevier, vol. 154(C).
    4. Just, Julian, 2024. "Natural language processing for innovation search – Reviewing an emerging non-human innovation intermediary," Technovation, Elsevier, vol. 129(C).
    5. Wang, Qiping & Yiu Keung Lau, Raymond, 2024. "Social mood and M&A performance: An empirical investigation enhanced by multimodal analytics," Journal of Business Research, Elsevier, vol. 176(C).
    6. Suzanne Elayan & Martin Sykora, 2024. "Digital intermediaries in pandemic times: social media and the role of bots in communicating emotions and stress about Coronavirus," Journal of Computational Social Science, Springer, vol. 7(3), pages 2481-2504, December.
    7. Wu, Yepeng & Jiao, Yuanyuan & Cao, Qinwei, 2023. "Unlocking the link between user participation and new product performance: The moderating effect of network capability," Journal of Business Research, Elsevier, vol. 168(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Umut Ünal & Rıfgı Buğra Bağcı & Mertcan Taşçıoğlu, 2024. "The perfect combination to win the competition: Bringing sustainability and customer experience together," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4806-4824, July.
    2. Manthiou, Aikaterini & Klaus, Phil, 2022. "The interplaying factors of the robotic tourism experience: The customer journey's touchpoints, context, and qualities," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    3. Jifeng Mu & Jonathan Z. Zhang, 2021. "Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 994-1020, September.
    4. Lily (Xuehui) Gao & Evert Haan & Iguácel Melero-Polo & F. Javier Sese, 2023. "Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 334-371, March.
    5. Jyro B. Triviño, 2024. "Role of human resources in memorable customer experience," SN Business & Economics, Springer, vol. 4(1), pages 1-15, January.
    6. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    7. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    8. Young Bin Kim & Sang Hyeok Lee & Shin Jin Kang & Myung Jin Choi & Jung Lee & Chang Hun Kim, 2015. "Virtual World Currency Value Fluctuation Prediction System Based on User Sentiment Analysis," PLOS ONE, Public Library of Science, vol. 10(8), pages 1-18, August.
    9. Ping-Yu Hsu & Hong-Tsuen Lei & Shih-Hsiang Huang & Teng Hao Liao & Yao-Chung Lo & Chin-Chun Lo, 2019. "Effects of sentiment on recommendations in social network," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(2), pages 253-262, June.
    10. Luis J. Callarisa-Fiol & Miguel Ángel Moliner-Tena & Rosa Rodríguez-Artola & Javier Sánchez-García, 2023. "Entrepreneurship innovation using social robots in tourism: a social listening study," Review of Managerial Science, Springer, vol. 17(8), pages 2945-2971, November.
    11. Sara Amoroso & Simonetta Pattuglia & Imran Khan, 2021. "Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 33-43, March.
    12. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).
    13. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    14. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    15. Miguel Ángel Moliner‐Tena & Diego Monferrer‐Tirado & Marta Estrada‐Guillén & Lidia Vidal‐Meliá, 2023. "Sustainable service ecosystems from the transformative value perspective: A study in tourism destinations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 342-357, January.
    16. Simon Albrecht & Bernhard Lutz & Dirk Neumann, 2020. "The behavior of blockchain ventures on Twitter as a determinant for funding success," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(2), pages 241-257, June.
    17. Yankang Su & Zbigniew J. Kabala, 2023. "Public Perception of ChatGPT and Transfer Learning for Tweets Sentiment Analysis Using Wolfram Mathematica," Data, MDPI, vol. 8(12), pages 1-27, November.
    18. Yawar Abbas & M. S. I. Malik, 2023. "Defective products identification framework using online reviews," Electronic Commerce Research, Springer, vol. 23(2), pages 899-920, June.
    19. Daniela Quiñones & Luis Rojas, 2022. "CHECKHI: A Checklist for Evaluating the Customer Experience of Tourism in the Hotel Industry," Sustainability, MDPI, vol. 14(24), pages 1-32, December.
    20. Xiong, Xi & Li, Yuanyuan & Qiao, Shaojie & Han, Nan & Wu, Yue & Peng, Jing & Li, Binyong, 2018. "An emotional contagion model for heterogeneous social media with multiple behaviors," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 490(C), pages 185-202.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:997-1006. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.