Identifying Most-buzzed Product Aspects in Pre-launch Stage: iPhone Case Study

• Main Authors: Fu, Szu Yu, 傅思瑜
• Other Authors: Tang, Kwei
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/e6a2aw

碩士 === 國立政治大學 === 企業管理研究所 === 102 === User-generated content (UGC) has drawn much attention in recent years and researchers study all forms of UGC because of its huge impact. According to the time when UGC is produced, there are two major types of product-related UGC: pre-launch buzzes and product reviews. The previous studies on product aspect extraction mainly use online product reviews as research dataset. However, forming marketing message only on the basis of these aspects might neglect the fact that people focus on different aspects before their purchase. Prediction, buzzes and rumors in pre-launch stage usually confer the expectation of product aspects. Using product-related UGC in pre-launch stage as dataset, this paper aims to identify the most buzzed product aspects before a product is even launched. Unlike the result extracted from product reviews, people frequently buzz about non-functional aspects such as price, release date, and color and material of mobile phone case in pre-launch stage. Firms can see the findings as a reference while formulating marketing message. By keeping track of these aspects, marketing practitioners could create buzzes and promote new a product more efficiently.