Innovative marketing tool by applying opinion mining on the micro-blog

Abstract

Traditional marketing research approaches may not adequate for today business competitions because they require a large amount of time and resources. As a supportive solution, the researcher proposes a system called the Micro-blog Sentiment Analysis System (MSAS), based on the opinion mining concept to automatically analyze consumer opinions from the micro-blog. The MSAS consists of five main modules to (1) collect micro-blog posts, (2) filter opinion posts from entire posts, (3) detect polarity in each post, (4) categorize product features, and (5) summarize and visualize the overall results. The research process composed of both qualitative and quantitative approaches; starting this study from the focus group discussion to scope the business requirements. Then, five in-depth interviews were conducted to find out the direction of the software development; researchers had chosen some important functions to implement the software prototype by using the smartphone as the case study and collected posts from Twitter as a proper representative of the micro-blog service. Lastly, the research process did focus group discussion to verify the result of the software prototype by adopting Technology Acceptance Model in this session. The final result of both Perceived Usefulness and Perceived Ease of use is “agree” while the attitude toward using this software is “strongly agree”. The outcome of this study is a prototype of innovative marketing tool that applying the opinion mining concept on the micro-blog with Johari Window to answer the consumer insight question. It will be a guideline for people in the software industry to cross the disciplinary to the marketing research field in the future.