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Twitter: more than just a social media network? : Identifying customer needs on Twitter through machine learning

Jürgens, Justus (2021) Twitter: more than just a social media network? : Identifying customer needs on Twitter through machine learning.

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Abstract:There are many ways for organizations to find out about customer needs, but most of them are either time consuming or expensive. Nowadays many users of consumer electronic products post about their options and experience with the product on social media. This data is publicly available and on mass in the social media networks. Therefore, it is only needed to filter out the needs of customers from the rest of the data that is on the social media sites. In this thesis, we will try to make use of these free customer needs which are expressed on the social media platform Twitter. Therefore, we will try to make use of a need mining algorithm to filter out the needs of the user and test if this approach is the new way of gathering customer needs. This thesis, therefore, builds upon Kühl et al. (2016) who did a similar approach with German user needs for the e-mobility industry. The product which we will focus on in the thesis are the “Airpods Pro” by Apple.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/86716
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