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http://dx.doi.org/10.7472/jksii.2013.14.4.91

The Influence of Negative Emotions on Customer Contribution to Organizational Innovation in an Online Brand Community  

Jung, Suyeon (Business School, Korea University)
Lee, Hanjun (Business School, Korea University)
Suh, Yongmoo (Business School, Korea University)
Publication Information
Journal of Internet Computing and Services / v.14, no.4, 2013 , pp. 91-100 More about this Journal
Abstract
In recent years, online brand communities, whereby firms and customers interact freely, are emerging trend, because customers' opinions collected in these communities can help firms to achieve their innovation effectively. In this study, we examined whether customer opinions containing negative emotions have influence on their adoption for organizational innovation. To that end, we firstly classified negative emotions into five categories of detailed negative emotions such as Fear, Anger, Shame, Sadness, and Frustration. Then, we developed a lexicon for each category of negative emotions, using WordNet and SentiWordNet. From 81,543 customer opinions collected from MyStarbucksIdea.com which is Starbucks' brand community, we extracted terms that belong to each lexicon. We conducted an experiment to examine whether the existence, frequency and strength of terms with negative emotions in each category affect the adoption of customer opinions for organizational innovation. In the experiment, we statistically verified that there is a positive relationship between customer ideas containing negative emotions and their adoption for innovation. Especially, Frustration and Sadness out of the five emotions are significantly influential to organizational innovation.
Keywords
brand community; sentiment analysis; open innovation; negative emotion; customer contribution;
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