Abstract:

Previous research suggests that a convenient management response should be pertinent to the content featured in customer reviews. Nevertheless, little is known regarding the efficacy of personalised management responses in online reviews using deep learning methods. As such, this research uses social media analytics and deep learning to present a new perspective on personalised management responses by introducing multitopic matching responses. This study discusses online personalised management response strategies to online reviews for firms to gain a competitive advantage by leveraging big data and social media analytics. The influence of the personalised responses to online reviews on rating growth is presented, integrating a novel method of multi-topic matching approach with a panel data analysis. Theoretical contributions and practical implications are discussed at the end of this manuscript.

Please choose your submission type: Full Paper

Primary Track: Marketing and Retail

Keywords: Digital and social,Marketing communications,Marketing strategy

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Dr. Aytac Gokce