3,275 research outputs found

    Argumentation Mining in User-Generated Web Discourse

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    The goal of argumentation mining, an evolving research field in computational linguistics, is to design methods capable of analyzing people's argumentation. In this article, we go beyond the state of the art in several ways. (i) We deal with actual Web data and take up the challenges given by the variety of registers, multiple domains, and unrestricted noisy user-generated Web discourse. (ii) We bridge the gap between normative argumentation theories and argumentation phenomena encountered in actual data by adapting an argumentation model tested in an extensive annotation study. (iii) We create a new gold standard corpus (90k tokens in 340 documents) and experiment with several machine learning methods to identify argument components. We offer the data, source codes, and annotation guidelines to the community under free licenses. Our findings show that argumentation mining in user-generated Web discourse is a feasible but challenging task.Comment: Cite as: Habernal, I. & Gurevych, I. (2017). Argumentation Mining in User-Generated Web Discourse. Computational Linguistics 43(1), pp. 125-17

    Foundations of Social Media Marketing

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    The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment agents. It explains their aptitude and possible roles as part of the corporate Marketing strategy and identifies different ways of engaging them as marketing tools. The paper proposes two possible Social Media marketing strategies: a. The passive approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. b. The active approach i.e. engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products and last but not least develop them as platforms of co-operation and customer-generated innovation. Finally the paper identifies future research directions around this new element of the marketing landscap

    The Social Web As Marketplace: A Primer In Social Media Marketing

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    Information and Communication Technologies and the Internet are already integral elements of the marketing landscape; they are fundamentally transforming the market dynamics adding new dimensions to the marketing strategy. The rapid public adoption of a new generation of online applications known as Social Media (or Web 2.0) has resulted in a new breed of powerful, sophisticated, empowered customers increasingly challenging the corporate message and claiming control over the marketing process. The latest wave of customer empowerment has raised new doubts about the effectiveness of traditional marketing tools and mass media approaches. In reaction to the ominous loss of market control many businesses are rushing to integrate the Social Media into their marketing strategy, often without sufficient knowledge and experience. Understanding the essentials and effects of the Social Media Marketing can help corporate strategists to make sense of a marketplace where the customer is the dominant party. The article discusses the nature of the Social Media as the current stage of the Internet evolution, explains their effect on customer behavior, positions the Social Media Marketing as part of the marketing program and identifies the principal ways to use the Social Media applications as part of the marketing toolbox. Learning to use these applications properly opens to the 21st Century marketer the door to a collection of new marketing tools and new ways of listening to, informing, interacting, acquiring and retaining the new empowered consumer

    Assessment, Implication, and Analysis of Online Consumer Reviews: A Literature Review

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    The onset of e-marketplace, virtual communities and social networking has appreciated the influential capability of online consumer reviews (OCR) and therefore necessitate conglomeration of the body of knowledge. This article attempts to conceptually cluster academic literature in both management and technical domain. The study follows a framework which broadly clusters management research under two heads: OCR Assessment and OCR Implication (business implication). Parallel technical literature has been reviewed to reconcile methodologies adopted in the analysis of text content on the web, majorly reviews. Text mining through automated tools, algorithmic contribution (dominant majorly in technical stream literature) and manual assessment (derived from the stream of content analysis) has been studied in this review article. Literature survey of both the domains is analyzed to propose possible area for further research. Usage of text analysis methods along with statistical and data mining techniques to analyze review text and utilize the knowledge creation for solving managerial issues can possibly constitute further work. Available at: https://aisel.aisnet.org/pajais/vol9/iss2/4

    Integrating social media into the marketing mix : the determinants of success

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    The aim of this dissertation is to demonstrate how three different companies (Starbucks, Walmart and Hewlett-Packard) are integrating Social Media into their marketing mix. How Social Media is a changing trend and why it is becoming essential for companies to adopt it as a marketing strategy in order to gain competitive advantage. The main Social Media Platforms that will be analysed are; Facebook, Twitter, LinkedIn and YouTube. The literature review encompasses many different academic researchers’ and allows for the integration of ideas, opinions and insights on the importance of being active in Social Media, Social Media benefits, drawbacks and challenges, the analysis of Social Media data, and how to develop a Social Media strategy by providing guidelines. The conceptual framework is a honeycomb framework of seven building blocks, which is then used to highlight the importance of these different components in each case study. It is used to describe how each company can use different set of tools to position themselves, depending on their overall objectives. The case studies present an overview of each company and describe its main benefits, drawbacks and what each enterprise should adopt as a set of Social Media guidelines. The managerial benefits of discussing these cases will allow to comprehensively evaluate the trade-offs of integrating distinct Social Media tools into a company’s overall marketing mix. In the teaching notes, the main learning objectives, suggested assignment questions and respective answers are presented. Finally, the conclusions, limitations and future research of the study are outlined.O objetivo desta dissertação é demonstrar como três empresas diferentes (Starbucks , Walmart e Hewlett- Packard) estão a integrar as redes sociais no seu Marketing Mix. A introdução da dissertação explica como as redes sociais são uma tendência que está a mudar e que se está a tornar essencial para as empresas adotá-las como uma estratégia de marketing para obter uma vantagem competitiva sobre as suas rivais. As principais plataformas de redes sociais a serem analizadas são: Facebook, Twitter, LinkedIn e YouTube. Para abordar este tema, vários estudos académicos foram analisados. Obtiveram-se pontos de vista e opiniões diferentes sobre a importância de uma empresa estar ativa nas redes sociais, os benefícios das mesmas, as desvantagens e desafios, a análise de dados das ditas redes , e como desenvolver uma estratégia integrando as redes sociais ao Marketing Mix. A estrutura concetual é constituida por sete blocos que, posteriormente, são utilizados para realçar a importância das diferentes componentes, em cada estudo de caso. Os estudos de caso apresentam uma visão geral de cada empresa e descrevem as suas principais vantagens e desvantagens, assim como as linhas de orientação que cada empresa segue para desenvolver estratégias que englobem as redes sociais. Os benefícios principais de discutir os casos, permitirão a avaliação abrangente de integrar diferentes ferramentas sociais no Marketing Mix de cada empresa. Na seção ‘Notas de Ensino’ são abordados os principais objetivos de aprendizagem dos estudos de caso e questões relevantes. Finalmente, as conclusões, limitações e futuras pesquisas são delineadas

    Unleashing the Potential of Argument Mining for IS Research: A Systematic Review and Research Agenda

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    Argument mining (AM) represents the unique use of natural language processing (NLP) techniques to extract arguments from unstructured data automatically. Despite expanding on commonly used NLP techniques, such as sentiment analysis, AM has hardly been applied in information systems (IS) research yet. Consequentially, knowledge about the potentials for the usage of AM on IS use cases appears to be still limited. First, we introduce AM and its current usage in fields beyond IS. To address this research gap, we conducted a systematic literature review on IS literature to identify IS use cases that can potentially be extended with AM. We develop eleven text-based IS research topics that provide structure and context to the use cases and their AM potentials. Finally, we formulate a novel research agenda to guide both researchers and practitioners to design, compare and evaluate the use of AM for text-based applications and research streams in IS
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