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Social media and sensemaking patterns in new product development: demystifying the customer sentiment

Giannakis, M, Dubey, R, Yan, S, Spanaki, K and Papadopoulos, T (2020) Social media and sensemaking patterns in new product development: demystifying the customer sentiment. Annals of Operations Research. ISSN 0254-5330

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Artificial intelligence by principle is developed to assist but also support decision making processes. In our study, we explore how information retrieved from social media can assist decision-making processes for new product development (NPD). We focus on consumers’ emotions that are expressed through social media and analyse the variations of their sentiments in all the stages of NPD. We collect data from Twitter that reveal consumers’ appreciation of aspects of the design of a newly launched model of an innovative automotive company. We adopt the sensemaking approach coupled with the use of fuzzy logic for text mining. This combinatory methodological approach enables us to retrieve consensus from the data and to explore the variations of sentiments of the customers about the product and define the polarity of these emotions for each of the NPD stages. The analysis identifies sensemaking patterns in Twitter data and explains the NPD process and the associated steps where the social interactions from customers can have an iterative role. We conclude the paper by outlining an agenda for future research in the NPD process and the role of the customer opinion through sensemaking mechanisms.

Item Type: Article
Uncontrolled Keywords: 01 Mathematical Sciences, 08 Information and Computing Sciences, 15 Commerce, Management, Tourism and Services
Subjects: H Social Sciences > HF Commerce > HF5001 Business
Q Science > QA Mathematics > QA76 Computer software
Divisions: Doctoral Management Studies (from Sep 19)
Publisher: Springer
Date Deposited: 04 Sep 2020 11:57
Last Modified: 04 Sep 2021 06:45
DOI or ID number: 10.1007/s10479-020-03775-6
URI: https://researchonline.ljmu.ac.uk/id/eprint/13572
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