Extending the Conversational Argument Coding Scheme in Studies of Argument Quality in Group Deliberations

Seibold, David R.; Lemus, Daisy R.; Kang, Paul

doi:10.1080/19312451003680525

Cited by 12 publications

(19 citation statements)

References 22 publications

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“…Highly empathic responses may enhance the complainant’s and online brand community’s perceptions of interactional justice and signal politeness and courtesy, which may reduce the virality of negative eWOM. An engaged firm response also might include substantiated explanations, and the number of reasons offered has more influence than the actual content of those reasons on decision outcomes (Seibold, Lemus, and Kang 2010). When firms provide more substantiated arguments, it may enhance perceptions of response quality and effort among brand community audiences (e.g., “We could not assist you quickly because the store was extremely busy”).…”

Section: Conceptual Foundations and Hypothesesmentioning

confidence: 99%

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities

Herhausen¹,

Ludwig²,

Grewal³

et al. 2019

Journal of Marketing

209

180

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Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential to become an online firestorm, yet not every post does, so finding ways to detect and respond to negative eWOM constitutes a critical managerial priority. The authors develop a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and disengage from online conversations with complaining customers. A text-mining study of negative eWOM demonstrates distinct impacts of high- and low-arousal emotions, structural tie strength, and linguistic style match (between sender and brand community) on firestorm potential. The firm’s response must be tailored to the intensity of arousal in the negative eWOM to limit the virality of potential online firestorms. The impact of initiated firestorms can be mitigated by distinct firm responses over time, and the effectiveness of different disengagement approaches also varies with their timing. For managers, these insights provide guidance on how to detect and reduce the virality of online firestorms.

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Section: Conceptual Foundations and Hypothesesmentioning

confidence: 99%

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities

Herhausen¹,

Ludwig²,

Grewal³

et al. 2019

Journal of Marketing

209

180

View full text Add to dashboard Cite

show abstract

“…In this regard, the models control for community size, as previous research has shown that it reduces member participation (Butler, ). Moreover, as on the member level, a sufficient quantity and quality of participation in the community are necessary conditions for sustaining members’ involvement (Ludwig et al, ; Ransbotham and Kane, ; Seibold, Lemus, and Kang, ).…”

Section: Methodsmentioning

confidence: 99%

Inferior Member Participation Identification in Innovation Communities: The Signaling Role of Linguistic Style Use

Coussement¹,

Debaere²,

Ruyck³

2017

J of Product Innov Manag

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Community managers often struggle to ensure the viability of innovation communities (IC) due to their big data characteristics and inferior member participation, which result in minimal activity and low-quality input. In response to a recent call in the innovation literature for new approaches to dealing with the challenges of big data, we propose an IC-management strategy that relies on extracting linguistic-style cues from community posts to identify future inferior member participation. When future destructive IC behavior is signaled, the moderator can effectively select the correct member for corrective treatment to prevent negative community impact. This article uses text mining to extract self-interest-oriented and positive emotional writing style cues from 39,387 posts written by 1611 members of 10 ICs. Two multilevel regression models deliver novel insights into the relationship between these linguistic cues and the likelihood of inferior community participation (quantity and quality). First, a community member's use of a positive emotional writing style signals less inferior participation quantity and quality in the future. Second, a moderator's use of a self-interest-oriented writing style suggests more inferior participation quality, while a self-interest-oriented community indicates less inferior participation quality. Third, community managers should work to build a positive-emotion-driven community, as such communities experience constructive member participation. This article shows that community managers who struggle with their IC must realize that in addition to what people say, how they say it gives insights into the IC's viability. We conclude our study by revealing the theoretical and managerial implications for IC management and community moderators. Practitioner PointsThis study leverages the big data context of innovation communities by proposing a new, effective community management approach that relies on HLM modeling and text analysis to proactively identify members likely to exhibit inferior participation.Self-interest-oriented and positive emotional writing style cues of the member, moderator and the community are presented as signals for inferior member participation.This article presents concrete community management practices that help guarantee the innovation community viability.

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“…That is, social media messages with more developed arguments should be perceived as better, more informed statements, which also enhance the appeal of using and contributing for others (Seibold and Meyers, 2007) This conceptualization corresponds with communicative argumentation quality research, which demonstrates that the development of reasoning, rather than its strength, predicts decision outcomes (Seibold et al, 2010). Notably, a measure of quality based on speech acts related to the development of an argument supports deductions about the quality of a message, irrespective of its content.…”

Section: Decoding Quality Of the Messagementioning

confidence: 99%

“…Notably, a measure of quality based on speech acts related to the development of an argument supports deductions about the quality of a message, irrespective of its content. Therefore, it can address both types of messages that are typical of communication, namely, agreement/convergence-seeking and disagreement (Seibold et al, 2010, Seibold andMeyers, 2007). We argue that text mining causal and cognitive function words, which are symbolically reflective of the speech act of conscientious argument, can provide a reliable measure of contribution quality in user innovation communities and other social media contexts.…”

Section: Decoding Quality Of the Messagementioning

confidence: 99%

“…A critical success factor is the means to encourage the identification and proliferation of quality contributions (Ransbotham and Kane, 2011). Well-formulated, well-developed arguments determine the value of members' community contributions online (Ransbotham andKane, 2011, Hansen andHaas, 2001), possibly even more so than the actual content or strength of the argument (Seibold et al, 2010). Ludwig et al (2014) apply speech act theory to understand how text mining might help automatically establish the quality of contributions in user innovation communities.…”

Section: Decoding Quality Of the Messagementioning

confidence: 99%

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Decoding social media speak: developing a speech act theory research agenda

Ludwig

Ruyter

2016

Journal of Consumer Marketing

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This is the accepted version of the paper.This version of the publication may differ from the final published version. Purpose-Drawing on the theoretical domain of speech act theory and a discussion of its suitability for setting the agenda for social media research, this study explores a range of research directions that are both relevant and conceptually robust, to stimulate the advancement of knowledge and understanding of online verbatim data. Permanent repository link:Design/methodology/approach-Examining previously published cross-disciplinary research, the study identifies how recent conceptual and empirical advances in speech act theory may further guide the development of text analytics in a social media context.Findings-Decoding content and function word use in customers' social media communication can enhance the efficiency of determining (1) potential impacts of customer reviews, (2) sentiment strength, (3) the quality of contributions in social media, (4) customers' socialization perceptions in online communities, and (5) deceptive messages.Originality/value-Considering the variety of managerial demand, increasing and diverging social media formats, expanding archives, rapid development of software tools, and fastpaced market changes, this study provides an urgently needed, theory-driven, coherent 2 research agenda to guide the conceptual development of text analytics in a social media context. Keywords-Social media communication, Text mining, Speech act theoryPaper type-Conceptual paper "Language is the currency of most human social processes." (Chung and Pennebaker, 2007 p.343) The past decade has witnessed an incredible increase in the volume and importance of online social media conversations. Spanning virtually all ages, ethnicities, and geographies, the spectacular rise of websites such as Facebook, LinkedIn, and Twitter is revolutionizing the way people communicate and interact with friends, family, colleagues, complete strangers, and businesses. The increasing prevalence and accessibility of social media communication and online discussions, together with their powerful influence on purchase decisions and product/service evaluations, have become central driving forces for marketing decision makers (Bharadwaj et al., 2013). Sixty percent of Facebook users comment directly on the products and service they purchase (Incite, 2011), and 72% of consumers expect brands to respond within an hour to complaints posted on Twitter (Gesenhus 2013). Business performance in turn are suffering, as a result of companies' inability to decipher and analyse conversations with and among their online customers (Bonnet and Nandan, 2011).Considering the scale and scope of company-relevant exchanges, it is pertinent that marketers monitor, join, and come to grips with efforts to decode "social media speak." Therefore the Following a brief introduction to this linguistic theory and its suitability for setting the research agenda, we explore a range of research directions that are both relevant and conceptually rob...

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Extending the Conversational Argument Coding Scheme in Studies of Argument Quality in Group Deliberations

Cited by 12 publications

References 22 publications

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities

Inferior Member Participation Identification in Innovation Communities: The Signaling Role of Linguistic Style Use

Decoding social media speak: developing a speech act theory research agenda

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