IDEAS home Printed from https://ideas.repec.org/a/igg/jabim0/v14y2023i1p1-27.html
   My bibliography  Save this article

Thai Commercial Banks on Twitter: Mining Intents, Communication Strategies, and Customer Engagement

Author

Listed:
  • Mathupayas Thongmak

    (Thammasat Business School, Thammasat University, Thailand)

Abstract

Twitter is a social media (SM) platform that rapidly generates electronic word of mouth (e-WOM). Marketer-generated content (MGC) is controllable and could enhance the positive e-WOM. Hence, in this study, the author examined the characteristics of MGC and reactions from followers based on Thai banks' Twitter accounts. The author collected a total of 10,000 tweets from nine banks in Thailand—both high- and low-performing banks. The author conducted research with natural language processing (NLP) to uncover intents using an open application programming interface (API). The author used three data-mining techniques—association, clustering, and classification. The Twitter strategies of banks with high and low performances are quite similar. The sentiment is the intent type that dominates Thai banks' intent strategies. Several intents could be combined to draw e-WOM in terms of favorites (FAV) and retweets (RT). Six intent patterns (clusters) were extracted. Some of these clusters are classifiers for FAV and non-FAV tweets. This study guides the application of data mining in business research and suggests MGC strategies for marketers.

Suggested Citation

  • Mathupayas Thongmak, 2023. "Thai Commercial Banks on Twitter: Mining Intents, Communication Strategies, and Customer Engagement," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 14(1), pages 1-27, January.
    • Handle: RePEc:igg:jabim0:v:14:y:2023:i:1:p:1-27
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJABIM.321730
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Siti Farzana Izzati Haji Jaman & Nurin Jazlina Haji Damit & Nurul Amirah Ishak & Monica Lesley Anak Ason & Mimi Rahzia Tamin & Korachal Tangphadungrutch & Mohammad Nabil Almunawar, 2020. "The Adoption of Social Media as Marketing Tools: Case Small and Medium Enterprises in Brunei Darussalam," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 11(2), pages 28-50, April.
    2. Muhammad Anshari & Mohammad Nabil Almunawar & Masairol Masri, 2020. "Financial Technology and Disruptive Innovation in Business: Concept and Application," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 11(4), pages 29-43, October.
    3. Menon, R.G. Vishnu & Sigurdsson, Valdimar & Larsen, Nils Magne & Fagerstrøm, Asle & Sørensen, Herborg & Marteinsdottir, Helena Gunnars & Foxall, Gordon R., 2019. "How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors," Journal of Air Transport Management, Elsevier, vol. 79(C), pages 1-1.
    4. Malik Shahzad Shabbir, 2020. "Attributes Ensuring Positive Consumer Evaluation in Brand Extension of Pakistan," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 11(4), pages 71-84, October.
    Full references (including those not matched with items on IDEAS)

    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. Myoung-Jin Chae, 2021. "Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media," Sustainability, MDPI, vol. 13(7), pages 1-22, March.
    2. Wanli Fang & Yijie Bian, 2024. "Do Affordable, Clean, and Modern Energy Matter for Environmental Sustainability? The Dynamic Effects of Different Strategies of Renewable Energy, Carbon Emissions, and Trade Openness on Sustainable Ec," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 9440-9451, June.
    3. Iza GIGAURI, 2022. "The Promise of Financial Inclusion for Developing Economies," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 8(6), pages 7-20, September.
    4. Kathy-Ann Fletcher & Ayantunji Gbadamosi, 2024. "Examining social media live stream’s influence on the consumer decision-making: a thematic analysis," Electronic Commerce Research, Springer, vol. 24(3), pages 2175-2205, September.
    5. Faraz Ahmed & Arsalan Hussain & Sajjad Nawaz Khan & Arsalan Haneef Malik & Muhammad Asim & Sadique Ahmad & Mohammed El-Affendi, 2024. "Digital Risk and Financial Inclusion: Balance between Auxiliary Innovation and Protecting Digital Banking Customers," Risks, MDPI, vol. 12(8), pages 1-21, August.
    6. Liu, Jiayu & Beck, Christina Starr & Gao, Yi, 2024. "Can you judge a book by its cover? An analysis of travelers’ perceptions of airline logos and airlines’ business models," Journal of Air Transport Management, Elsevier, vol. 115(C).
    7. Zhian Zhiow Augustinne Wong & Ramez Abubakr Badeeb & Abey P. Philip, 2023. "Financial Inclusion, Poverty, and Income Inequality in ASEAN Countries: Does Financial Innovation Matter?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 169(1), pages 471-503, September.
    8. Khunsa Hayat & Kamran Yaqub & Muhammad Ali Aslam & Malik Shahzad Shabbir, 2022. "Impact of Societal and Economic Development on Academic Performance: A Literature Review," iRASD Journal of Economics, International Research Alliance for Sustainable Development (iRASD), vol. 4(1), pages 98-106, March.
    9. Xiao, Lin & Li, Xiaofeng & Zhang, Yucheng, 2023. "Exploring the factors influencing consumer engagement behavior regarding short-form video advertising: A big data perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    10. Prados-Peña, Mª Belén & Crespo-Almendros, Esmeralda & Porcu, Lucía, 2022. "COVID-19 and social media communication strategies: A comparative study of the effectiveness of Facebook posts during the lockdown and the “new normal†in the airline industry," Journal of Air Transport Management, Elsevier, vol. 103(C).
    11. Muhammad Anshari & Munirah Ajeerah Arine & Norzaidah Nurhidayah & Hidayatul Aziyah & Md Hasnol Alwee Salleh, 2021. "Factors influencing individual in adopting eWallet," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(1), pages 10-23, March.
    12. Muhammad Anshari & Mohammad Nabil Almunawar & Masairol Masri, 2022. "Digital Twin: Financial Technology’s Next Frontier of Robo-Advisor," JRFM, MDPI, vol. 15(4), pages 1-9, April.
    13. Amit Pandey & Ravi Kiran & Rakesh Kumar Sharma, 2022. "Investigating the Impact of Financial Inclusion Drivers, Financial Literacy and Financial Initiatives in Fostering Sustainable Growth in North India," Sustainability, MDPI, vol. 14(17), pages 1-21, September.
    14. Sáez-Ortuño, Laura & Forgas-Coll, Santiago & Huertas-Garcia, Ruben & Sánchez-García, Javier, 2023. "What's on the horizon? A bibliometric analysis of personal data collection methods on social networks," Journal of Business Research, Elsevier, vol. 158(C).
    15. Mariani, Marcello M. & Machado, Isa & Nambisan, Satish, 2023. "Types of innovation and artificial intelligence: A systematic quantitative literature review and research agenda," Journal of Business Research, Elsevier, vol. 155(PB).
    16. Yi Sun & Shihui Li & Rui Wang, 2023. "Fintech: from budding to explosion - an overview of the current state of research," Review of Managerial Science, Springer, vol. 17(3), pages 715-755, April.
    17. Salma Nawaz & Malik Shahzad Shabbir & Kanwal Shaheen & Mouna Koser, 2021. "The Role of Human Rights and Obligations toward Cross Gender Empowerment under the domain of Islamic Laws," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 208-217, December.
    18. Heiets, Iryna & La, Jiezhuoma & Zhou, Wenhui & Xu, Shaoxin & Wang, Xingyue & Xu, Yuchen, 2022. "Digital transformation of airline industry," Research in Transportation Economics, Elsevier, vol. 92(C).
    19. Nai Chiek Aik & Qiurui Zhang, 2023. "Use of Theil for a Specific Duality Economy: Assessing the Impact of Digital Inclusive Finance on Urban-Rural Income Gap in Chongqing," FinTech, MDPI, vol. 2(4), pages 1-12, September.

    More about this item

    Statistics

    Access and download statistics

    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:igg:jabim0:v:14:y:2023:i:1:p:1-27. 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: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    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.