University of Twente Student Theses
User complaint analysis on Twitter: assessing the usability of complaints for innovation on Nestlé Consumer Care’s Twitter page
Noorlander, S. (2022) User complaint analysis on Twitter: assessing the usability of complaints for innovation on Nestlé Consumer Care’s Twitter page.
This is the latest version of this item.
|
PDF
446kB |
| Abstract: | Social media offers an opportunity for companies to bring data analysis quicker to a higher level than previously. Twitter, as a free, global, open service, can be a compelling solution to reduce the cost of collecting text data. This paper examines the usability of social media, in particular Twitter, for identifying user complaints and if those complaints could be linked to innovation types. The relationship between social media and innovation has seen an increase in research but is still limited. We aim to fill this gap. In this study, 14,630 tweets are collected, filtered, and labelled from Nestlé’s Twitter page ‘Nestlé Consumer Care’. During data labelling, the Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis is applied to identify negative, neutral, and positive sentiment. Subsequently, the tweets are coded according to six innovation types. The results acknowledge that user complaints can be used to identify innovation topics. The dataset of Nestlé’s Consumer Care Twitter page reveal that the largest innovation type category is product, followed by process, social, organization, marketing and lastly technology innovation. The findings have practical implications as they show that Twitter can be effective in identifying a firm’s shortcomings, which can drive innovation. |
| 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: | https://purl.utwente.nl/essays/90975 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page