People are increasingly sharing their opinions online. Today, 54% of the global populations have access to the Internet (ITU, 2019), and 51% use social media (e.g., blogs and discussion boards) and social networks (e.g., Facebook and Twitter) (DataReportal, 2020).Worldwide, users spent a daily average of 2.5 hr online in 2018; this figure is expected to increase to over 3 hr by 2021 (Zenith, 2019). The rise of online participation platforms has provided new sources of insight into consumer perceptions, attitudes and behaviour (Balducci & Marinova, 2018). In particular, the text mining of online "chatter" that is online word-of-mouth or user-generated content (UGC; Tang