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dc.contributor.authorRay, A.
dc.contributor.authorBala, P.K.
dc.contributor.authorRana, Nripendra P.
dc.date.accessioned2021-02-14T17:47:25Z
dc.date.accessioned2021-02-15T08:00:36Z
dc.date.available2021-02-14T17:47:25Z
dc.date.available2021-02-15T08:00:36Z
dc.date.issued2021-05
dc.identifier.citationRay A, Bala PK and Rana NP (2021) Exploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approach. Journal of Business Research. 128: 391-404.en_US
dc.identifier.urihttp://hdl.handle.net/10454/18339
dc.descriptionYesen_US
dc.description.abstractThis paper aims to explore the important qualitative aspects of online user-generated-content that reflects customers’ brand-attitudes. Additionally, the qualitative aspects can help service-providers understand customers’ brand-attitudes by focusing on the important aspects rather than reading the entire review, which will save both their time and effort. We have utilised a total of 10,000 reviews from TripAdvisor (an online-travel-agency provider). This study has analysed the data using statistical-technique (logistic regression), predictive-model (artificial-neural-networks) and structural-modelling technique to understand the most important aspects (i.e. sentiment, emotion or parts-of-speech) that can help to predict customers’ brand-attitudes. Results show that sentiment is the most important aspect in predicting brand-attitudes. While total sentiment content and content polarity have significant positive association, negative high-arousal emotions and low-arousal emotions have significant negative association with customers’ brand attitudes. However, parts-of-speech aspects have no significant impact on brand attitude. The paper concludes with implications, limitations and future research directions.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.jbusres.2021.02.028
dc.rights© 2021 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (https://creativecommons.org/licenses/by-nc-nd/4.0/)en_US
dc.subjectBrand attitudeen_US
dc.subjectOnline user-generated contenten_US
dc.subjectOnline travel agency servicesen_US
dc.subjectQualitative aspectsen_US
dc.subjectTextual dataen_US
dc.titleExploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approachen_US
dc.status.refereedYesen_US
dc.date.application2021-02-28
dc.typeArticleen_US
dc.date.EndofEmbargo2022-08-28
dc.type.versionAccepted manuscripten_US
dc.description.publicnotesThe full-text of this article will be released for public view at the end of the publisher embargo on 28 Aug 2022.en_US
dc.date.updated2021-02-14T17:47:32Z
refterms.dateFOA2021-02-15T08:03:57Z
dc.openaccess.statusGreenen_US


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