Abstract
dc:description.abstractBusinesses have recognized that customers provide value to the firm beyond transactions, and leveraging this value through relationships in social media is a new area of interest for both academics and practitioners. Recent research has investigated how businesses can best manage their online presence on platforms not fully under their control, such as Facebook, YouTube, Instagram, TripAdvisor, and Yelp, among others. This dissertation extends the literature of customer engagement in social media through four contributions. First, we propose a framework that foregrounds the textual artifacts involved in online communication. Second, we develop a novel method for discovering the elements of successful Business to Customer (B2C) messages in online communities. Third, we propose a method, validated through experimentation, for finding critical product feedback in Customer to Customer (C2C) communications. Finally, we demonstrate that a set of novel numerical features can enhance the discovery of product defect mentions in C2C communications. We conclude by proposing a research agenda suggested by the framework that will further enhance our understanding of the complex customer interactions that characterize business in the era of social media.
Degree
thesis:*- Name thesis:degree_name
- Ph. D.
- Level thesis:degree_level
- doctoral
- Discipline thesis:degree_discipline
- Business, Business Information Technology
- Department dc:contributor.department
- Management
- Grantor dc:publisher
- Virginia Tech
- Year dc:date.issued
- 2018
Author and committee
dc:creator, dc:contributor.*- Author dc:creator
-
- Gruss, Richard J.
- Chair dc:contributor.committeechair
-
- Abrahams, Alan Samuel
- Committee members dc:contributor.committeemember
-
- Fan, Weiguo
- Zobel, Christopher W.
- Wang, Gang Alan
- Seref, Onur
Subjects
dc:subject × 3Rights
dc:rights- Statement dc:rights
-
- In Copyright
- Licence dc:rights.uri
Identifiers
dc:identifier.*- Dc Identifier Other
- vt_gsexam:14737
- OAI identifier oai:identifier
- oai:vtechworks.lib.vt.edu:10919/82922