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Identifying Factors Influencing E-WOM on Social Networking Sites: A Study of Users' Responses on Twitter

Identifying Factors Influencing E-WOM on Social Networking Sites: A Study of Users' Responses on Twitter

Noopur Agrawal, Aditya P. Tripathi, Priti Jagwani
Copyright: © 2022 |Volume: 13 |Issue: 1 |Pages: 22
ISSN: 1942-3926|EISSN: 1942-3934|EISBN13: 9781683180975|DOI: 10.4018/IJOSSP.311838
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MLA

Agrawal, Noopur, et al. "Identifying Factors Influencing E-WOM on Social Networking Sites: A Study of Users' Responses on Twitter." IJOSSP vol.13, no.1 2022: pp.1-22. https://doi.org/10.4018/IJOSSP.311838

APA

Agrawal, N., Tripathi, A. P., & Jagwani, P. (2022). Identifying Factors Influencing E-WOM on Social Networking Sites: A Study of Users' Responses on Twitter. International Journal of Open Source Software and Processes (IJOSSP), 13(1), 1-22. https://doi.org/10.4018/IJOSSP.311838

Chicago

Agrawal, Noopur, Aditya P. Tripathi, and Priti Jagwani. "Identifying Factors Influencing E-WOM on Social Networking Sites: A Study of Users' Responses on Twitter," International Journal of Open Source Software and Processes (IJOSSP) 13, no.1: 1-22. https://doi.org/10.4018/IJOSSP.311838

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Abstract

The aim of present research is to examine the influence of identified factors on efficacy of electronic word-of-mouth (e-WOM) for selected e-retailers on social media platform Twitter, applying data mining technique through python software programming. Taking the use of different programming and context as a research gap, the relationship among three important factors viz; network related, text related and time related factors and their influence on e-WOM has been examined on randomly tracked 2582 tweets about two of the reputed Indian e-retailers, Snapdeal and Flipkart. This study may be of immense help to e-retailers in identifying their reference customers (influential customers) on social media platform which in turn may be channelized for the purpose of viral marketing and other communication campaigns.

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