Português
Ciência-IUL
Publications
Publication Detailed Description
Insights into brand authenticity and customer engagement in a restaurant setting: A text mining approach
Proceedings of the 48th EMAC Conference
Year (definitive publication)
2019
Language
English
Country
Belgium
More Information
Web of Science®
This publication is not indexed in Web of Science®
Scopus
This publication is not indexed in Scopus
Google Scholar
Abstract
The aim of this study is to analyze the dimensions of customer engagement, brand authenticity and other related constructs (need for uniqueness and brand love) in customers’ online reviews through text-mining and sentiment analysis trends. This study focuses on Yelp.com comments and use a random sample of 3,877 reviews of restaurants, in ten cities in the USA. A customer engagement and authenticity dictionaries are created, based on previously validated scales and extended using WordNet 2.1. Findings reveal that cognitive processing is the strongest dimension of consumer engagement. Results further indicate that brand love presents lower polarity value compared to brand authenticity, which means that consumer tend to value more the perception of authenticity than the love relationship with the brand to become more engaged.
Acknowledgements
--
Keywords
Brand authenticity,Customer engagement,User-generated content
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência-IUL. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
