Social Media Analytics Empowering Customer Experience Insight

Abstract

The potential of social media in marketing communications is widely acknowledged, but in terms of making use of social media enabled analytics there are still uncovered possibilities for marketers. The focus of this paper is on analyzing the customers’ affective experiences appearing in the social media content. Through action design research, a framework that enables to analyze affective experiences from social media content is developed. The novelty of the framework is that it takes into account the different emotion families as well as the intensity of the affective experience, taking a one step further of the generally used sentiment analysis techniques in social media context. Through this kind of framework, the marketers are able to better catch even the weak emotional signals of the customers and to guide the customer to more valuable emotional path. This paper presents the developed framework and its pilot testing, carried out as part of a wider research process involving two research projects and researchers from three different universities.