THE POTENTIAL OF ARTIFICIAL INTELLIGENCE (AI) TO IMPROVE ELECTRONIC WORD-OF-MOUTH'S (eWOM) EFFICACY
Ključne reči:
Вештачка интелигенција (АИ), Електронска усмена предаја (eWOM), Анализа сентимената, Обрада природног језика (NLP)
Sažetak
Интернет посредована онлајн комуникација, посебно у вези са производом, брендом или организацијом, позната је као електронска усмена предаја (eWOM). Анализа ове отворене размене мишљења и информација о компанији или производу међу потрошачима може бити изузетно корисна за предузећа. Прикупљање мишљења (анализа сентимената) је популаран поддомен у обради природног језика (NLP) који омогућава трансформацију квалитативних података у квантитативне информације. Анализа сентимента eWOM-а се значајно побољшала са напретком вештачке интелигенције (АИ). Данас компјутерски алгоритми могу аутоматски да класификују поларитет сентимента дигиталне комуникације након издвајања обичног текста. Вештачка интелигенција (АИ) има потенцијал да суштински промени начин на који компаније процењују и користе повратне информације потрошача за побољшање својих производа и услуга. У овом раду аутори су, анализирајући ставове 450 испитаника, покушали да ову актуелну тему приближе стручњацима из области дигиталног маркетинга, како би им указали на све предности које анализа сентимента потрошача уз помоћ алгоритама вештачке интелигенције може да обезбеди. Циљ ове студије је да укаже на то да ако маркетиншки стручњаци користе анализу сентимената подржану вештачком интелигенцијом (АИ), моћи ће да стекну дубљи увид у своје клијенте и да у складу са тим прилагоде своје пословне стратегије.
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Baltezarević, Baltezarević 2023: Ivana Baltezarević, Radoslav Baltezarević. “Negative effects of humor in marketing communications”, Trendovi u poslovanju, 11(2), 101-106.
Briggs, Cheek 1986: Stephen Briggs, Jonathan Cheek. “The role of factor analysis in the development and evaluation of personality scales”, Journal of personality, 54(1), 106-148.
Chae, Stephen, Bart, Yao 2017: Inyoung Chae, Andrew Stephen, Yakov Bart, Dai Yao. “Spillover effects in seeded word-of-mouth marketing campaigns”, Marketing Science, 36(1), 89–104.
Chapman 2019: Chris Chapman. “Mind Your Text in Marketing Practice”, Journal of Marketing, 84(1), 26-31.
Chu 2021: Shu-Chuan Chu. “Electronic Word-of-Mouth (eWOM)”. [Online] https://www.oxfordbibliographies.com/display/document/obo-9780199756841/obo-9780199756841-0267.xml (Accessed: 18.07.2024).
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Coombs 2002: Timothy Coombs. “Assessing online issue threats: Issue contagions and their effect on issue prioritisation”, Journal of Public Affairs, 2(4), 215–229.
Devlin, Chang, Lee, Toutanova 2019: Jacob Devlin, Ming-Wei Chang, Kenton Lee, Kristina Toutanova. “BERT: Pre-training of deep bidirectional transformers for language understanding”, arXiv preprint arXiv:1810.04805, https://arxiv.org/abs/1810.04805.
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Hartmann, Heitmann, Siebert, Schamp 2023: Jochen Hartmann, Mark Heitmann, Christian Siebert, Christina Schamp. “More than a Feeling: Accuracy and Application of Sentiment Analysis”, International Journal of Research in Marketing, Volume 40, Issue 1, pp.75-87.
Hennig-Thurau, Gwinner, Walsh, Gremler 2004: Thorsten Hennig-Thurau, Kevin Gwinner, Gianfranco Walsh, Dwayne Gremler. “Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?”, Journal of Interactive Marketing, 18(1), 38–52.
Jobs, Gilfoil 2012: Charles Jobs, David Gilfoil. “Less is more for online marcom in emerging markets: linking hofstede's cultural dimensions and higher relative preferences for microblogging in developing nations”, Academy of Marketing Studies Journal, 16(2), 79-96.
Kempton 2023: Beth Kempton. “How Is AI Used in Business? 10 Ways It Can Help.” [Online] https://www.upwork.com/resources/how-is-ai-used-in-business (Accessed: 15.07.2024).
Kietzmann, Paschen, Treen 2018: Jan Kietzmann, Jeannette Paschen, Emily Rea Treen. “Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the customer journey”, Journal of Advertising Research, 58(3), 263-267.
Kunz, Aksoy, Bart, Heinonen, Ordenes, Kabadayi, Sigala, Diaz, Theodoulidis 2017: Werner Kunz, Lerzan Aksoy, Yakov Bart, Kristina Heinonen, Villarroel Ordenes, Sertan Kabadayi, Marriana Sigala, David Diaz, Babis Theodoulidis. “Customer engagement in a Big Data world”, Journal of Services Marketing, 31(2), 161–171.
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Lemon, Verhoef 2016: Katherine Lemon, Peter Verhoef. “Understanding customer experience throughout the customer journey”, Journal of Marketing, 80(6), 69–96.
Liu 2012: Bing Liu. “Sentiment Analysis and Opinion Mining”. Morgan & Claypool Publishers.
Lumoa 2024: Lumoa. “5 Creative Ways to Use AI for Sentiment Analysis.” [Online] https://www.lumoa.me/blog/5-creative-ways-to-use-ai-for-sentiment-analysis/ (Accessed: 15.07.2024.)
Luo, Chen, Chea 2020: Margaret Meiling Luo, Min Wen Chen, Sophea Chea. “Facebook ewom marketing strategy: a social support theory perspective”, People: International Journal of Social Sciences, 6(01), 501–511.
Matalon, Magdaci, Almozlino, Yamin 2021: Yogev Matalon, Ofir Magdaci, Adam Almozlino, Dan Yamin. “Using sentiment analysis to predict opinion inversion in Tweets of political communication”, Scientific Reports, 11 (1), p. 7250
Pennington, Socher, Manning 2014: Jeffrey Pennington, Richard Socher, Christopher Manning. “GloVe: Global vectors for word representation”. In Proceedings of the 2014 Conference on EMNLP Doha, Qatar (pp. 1532–1543).
Papakonstantinidis, Kwiatek, Baltezarević 2021: Stavros Papakonstantinidis, Piotr Kwiatek, Radoslav Baltezarević. “The impact of relationship quality and self-service technology on company performance”, Polish Journal of Management Studies, 23(1), 315-326.
Patil, Chandrashekar 2022: Rajashekhargouda Patil, Chandrashekar, N.S. “Sentimental Analysis on Amazon Reviews Using Machine Learning.” In Karuppusamy, P., García Márquez, F.P., & Nguyen, T.N., (Eds.). Ubiquitous Intelligent Systems (pp. 467–477). Springer Nature Singapore: Singapore.
Rajan 2024: Victor Rajan. “Sentiment Analysis of Social Media Using Artificial Intelligence.” In J. Li (Ed.), Advances in Sentiment Analysis - Techniques, Applications, and Challenges. IntechOpen. doi: 10.5772/intechopen.113092
Ravić, Baltezarević, Radić 2022: Nenad Ravić, Radoslav Baltezarević, Nikola Radić. „Istraživanje upotrebe digitalnog marketinga u malim i srednjim preduzećima u Republici Srbiji”, Megatrend revija, 19(2), 1-12.
Rogalski 2023: Kuba Rogalski. “The 14 Best AI Sentiment Analysis Tools [2024].” [Online] https://brand24.com/blog/best-sentiment-analysis-tools/ (Accessed: 19.07.2024.)
Singh, Kushwaha, Vyas 2016: Bharat Singh, Nidhi Kushwaha, Om Prakash Vyas. “An interpretation of sentiment analysis for enrichment of Business Intelligence.” In Proceedings of the 2016 IEEE Region 10 Conference (TENCON), (pp. 18–23). Institute of Electrical and Electronics Engineers.
Sponder, Khan 2018: Marshall Sponder, Gohar F. Khan. “Digital Analytics for Marketing. Routledge.” New York.
Srivastava 2023: Sudeep Srivastava. “Harnessing the Power of AI Sentiment Analysis – 10 Benefits and Use Cases for Businesses.” [Online] https://appinventiv.com/blog/ai-sentiment-analysis-in-business/ (Accessed: 20.07.2024).
Turney 2002: Peter Turney. “Thumbs up or thumbs down?: semantic orientation applied to unsupervised classification of reviews”. In Proceedings of the 40th annual meeting on association for computational linguistics (pp. 417-424). Association for Computational Linguistics.
Van Noort, Willemsen 2012: Guda Van Noort, Lotte Willemsen. “Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms”, Journal of Interactive Marketing, 26(3), 131–140.
Vaswani, Shazeer, Parmar, Uszkoreit, Jones, Gomez, Kaiser, Polosukhin 2017: Ashish Vaswani, Noam Shazeer, Niki Parmar, Jakob Uszkoreit, Llion Jones, Aidan Gomez, Lukasz Kaiser, Illia Polosukhin. “Attention is all you need”. In Proceedings of the 31st Conference on Neural Information Processing Systems Long Beach, USA.
Xu, Lee 2020: Xun Xu, Chien Lee. “Utilizing the platform economy effect through EWOM: Does the platform matter?”, International Journal of Production Economics, 227, 107663.
Zeelenberg, Pieters 2007: Marcel Zeelenberg, Rik Pieters. “A theory of regret regulation 1.0”, Journal of Consumer psychology, 17(1), 3-18.