INTELIGENCIA ARTIFICIAL Y MARKETING: IMPACTO EN LAS EMPRESAS Y EN LOS CONSUMIDORES

PID2019-108554RB-I00

Nombre agencia financiadora Agencia Estatal de Investigación
Acrónimo agencia financiadora AEI
Programa Programa Estatal de Generación de Conocimiento y Fortalecimiento Científico y Tecnológico del Sistema de I+D+i
Subprograma Subprograma Estatal de Generación de Conocimiento
Convocatoria Proyectos I+D
Año convocatoria 2019
Unidad de gestión Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020
Centro beneficiario UNIVERSIDAD PUBLICA DE NAVARRA
Identificador persistente http://dx.doi.org/10.13039/501100011033

Publicaciones

Found(s) 2 result(s)
Found(s) 1 page(s)

The impact of electronic word-of-mouth management in hotel ecosystem: insights about managers'' decision-making process

Zaguán. Repositorio Digital de la Universidad de Zaragoza
  • Berne Manero, M.C.
  • Moretta Tartaglione, A.
  • Russo, G.
  • Cavacece, Y.
Purpose There is a lack of research proving how electronic word-of-mouth (eWOM) is a valuable source of information in the hospitality industry for developing hotels'' intellectual capital. To fill this gap, this study aims to examine hotel managers'' decision-making processes regarding the acceptance and management of eWOM and its impact on the Italian hotel ecosystem. Design/methodology/approach This work takes advantage of the previous contributions to present a hotel''s decision-making process model regarding structural capital. It includes eWOM as a context variable and changes implemented as a dependent variable in a comprehensive model. The structural equation modelling applies to a database obtained through a survey addressed to Italian hotel managers. Findings The results show that eWOM plays an essential role in managers'' motivations to explain hotel changes implementation. The hotel leverages eWOM information and interaction through structural, relational and human capital to enhance products, services and strategies. Research limitations/implications This work contributes to the extant literature by providing a comprehensive framework to explain the consequences of eWOM knowledge management from the intellectual capital view in the Italian hotel ecosystem. Practical implications For practitioners, this research demonstrates how hotel managers should accept and manage eWOM knowledge through intellectual capital to make determinant decisions that improve hotel performance. Originality/value There is a scarcity of research on modelling the acceptability and management of eWOM in the hotel ecosystem from practitioners'' perspectives. This work is the first attempt to determine how eWOM knowledge management boosts hotel intellectual capital and improves service innovation and performance.




Mining the text of online consumer reviews to analyze brand image and brand positioning

Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
  • 0000-0003-4414-3030
  • 0000-0002-5095-3788
  • 0000-0001-8645-0456
The growth of the Internet has led to massive availability of online consumer reviews. So far, papers studying online reviews have mainly analysed how non-textual features, such as ratings and volume, influence different types of consumer behavior, such as information adoption decisions or product choices. However, little attention has been paid to examining the textual aspects of online reviews in order to study brand image and brand positioning. The text analysis of online reviews inevitably raises the concept of 'text mining'; that is, the process of extracting useful and meaningful information from unstructured text. This research proposes an unified, structured and easy-to-implement procedure for the text analysis of online reviews with the ultimate goal of studying brand image and brand positioning. The text mining analysis is based on a lexicon-based approach, the Linguistic Inquiry and Word Count (Pennebaker et al., 2007), which provides the researcher with insights into emotional and psychological brand associations., This work was supported by the Spanish Ministry of Economy, Industry and Competitivity [grant number: ECO2015-65393-R] and by the Government of Spain Ministry of Science, Innovation and Universities Grant numbers: PID2019-108554RB-I00.