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Tytuł:: The Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research
Autorzy:: Ścibor-Rylski, Michał
Powiązania:: https://bibliotekanauki.pl/articles/2054351.pdf
Data publikacji:: 2021-12-30
Wydawca:: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:: gamifi cation
marketing research
online research
Opis:: Gamified market research tools help to increase respondents’ engagement and obtain more indepth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the eff ect was signifi cant for both online and offl ine conditions, whereas in the case of the product concept test only the online variant proved the superiority of the gamified task.
Źródło:: Journal of Marketing and Consumer Behaviour in Emerging Markets; 2021, 2(13); 57-65
2449-6634
Pojawia się w:: Journal of Marketing and Consumer Behaviour in Emerging Markets
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 2.

Tytuł:: Exploring the Impact of Negative Words Used in Online Feedback in Hotel Industry: A Sentiment Analysis, N-gram, and Text Network Analysis Approach
Autorzy:: Dan, Daniel
Powiązania:: https://bibliotekanauki.pl/articles/32307710.pdf
Data publikacji:: 2023-03-22
Wydawca:: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:: sentiment analysis
tourism
hotels
marketing
customer’s opinions
Opis:: This study examines the words and situations that trigger and those that do not trigger a hotel response when customers post negative online feedback. The research explores, through sentiment analysis, bigrams, trigrams, and word networking, the valence of online reviews of five important hotels in Las Vegas. Only the feedback that has been categorized as negative by the algorithm is selected. In correspondence to this feedback, the existence of answers from the hotels is checked together with the response style. While the negative valence of the feedback can represent a mixture of subjective and objective emotions, there are common features present in their expression. On the responses side from the hotel, not all the reviews receive attention. As such, the negative feedback words are extracted and separated into those that belong to reviews that obtain a response and those that do not. The replies are standardised by following an established pattern. This paper aims to contribute to a prominent issue in tourism that is little tackled: responses to feedback. The findings may help the hotels’ management explore different paths to improve their services and responses alike. Behavioural marketing researchers might want to use these results to confirm the existence of such patterns in different datasets or situations.
Źródło:: Journal of Marketing and Consumer Behaviour in Emerging Markets; 2023, 1(16); 39-50
2449-6634
Pojawia się w:: Journal of Marketing and Consumer Behaviour in Emerging Markets
Dostawca treści:: Biblioteka Nauki

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