Title: Sentiment analysis of social commerce: a harbinger of online reputation management

Authors: Sunday Adewale Olaleye; Ismaila Temitayo Sanusi; Jari Salo

Addresses: Oulu Business School, Erkki Koiso-Kanttilan Katu, Oulu 90570, Finland ' University of Eastern Finland, Yliopistokatu 2, 80100 Joensuu, PL 111, 80101 Joensuu, Finland ' University of Helsinki, PL 27, Latokartanonkaari 5, Helsinki 00014, Finland

Abstract: Social media, a combination of socialisation and media is diffusing and impacting different business sectors and non-governmental organisation globally. Social media coalesce traditional print and electronic media, and it is advancing the marketing mix most especially the communication marketing mix. Online reputation management is an extension of public relations, a long-time practice of organisation image laundering through print and online media. This study argues that sentiment analysis of product or service evaluation is an antecedent of online reputation management. This study applies the hybrid technique to sort out social commerce customers' reviews, appraise the quality of the extracted data and identify the opinion that transpired between online retailing merchants and online customers. The framework proposed in this study will serve as a foundation and precedent for an effective online reputation management and stands to improve customer service. This study offers some managerial implications and indicates future research.

Keywords: social commerce; Facebook; social media; sentiment; mobile commerce; review; appraisal; online reputation management.

DOI: 10.1504/IJEB.2018.094864

International Journal of Electronic Business, 2018 Vol.14 No.2, pp.85 - 102

Received: 04 Oct 2017
Accepted: 28 Feb 2018

Published online: 20 Sep 2018 *

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