University of Twente Student Theses


Twitter as a Data mine: Can user needs be derived from Twitter Data? - An example of Airbnb

Rensing, Luisa (2022) Twitter as a Data mine: Can user needs be derived from Twitter Data? - An example of Airbnb.

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Abstract:Over the past years, recognizing user needs and improving the overall customer experience has been an essential part of Innovation for companies to incorporate. Despite the significant amount of manual labor and cost associated with commonly used customer need analyses, many businesses continue to employ them. Current literature found that Twitter can be an alternative data source for discovering customer needs and ideas. This study examines the feasibility of identifying customer needs and ideas by analyzing tweets on the Airbnb support account. This research builds on Kuehl et al.´s (2016) research by adapting the approach to Airbnb. 10,000 twitter messages were gathered from the social media platform Twitter which were manually evaluated. The identified needs were divided into separate categories. Following the analysis of the machine learning method, BERT. These findings suggest that it is feasible to identify user needs by analyzing Tweets. Nevertheless, it is advised that more studies will be done on this topic, with further preparation of the dataset.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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