Marketing with word-of-mouth and social network analysis in social media: Using Taiwan night market as an example

Abstract

With rapid development of search and web technologies, people are able to surf the web and search information when they need. Online Word-of-Mouth has drawn attention of academic researchers and commercial site managers. People share their experiences in goods and publish their evaluations, opinions and intentions to public. Many study discovered that online Word-of-Mouth is more influential compared to traditional advertisements. This study discusses the night market information and comments posted by consumers in four languages (English, Japanese, Simple Chinese, Traditional Chinese) in social media. These keywords in four languages were analyzed with on-line semantic tools. The correlations between keywords are illustrated with social networking analysis. © 2014 Springer-Verlag Berlin Heidelberg.