Social media analytics for end-users’ expectation management in information systems development projects

Abstract

This exploratory research aims to investigate social media users’ expectations of information systems (IS) products that are conceived but not yet launched. It specifically analyses social media data from Twitter about forthcoming smartphones and smartwatches from Apple and Samsung, two firms known for their innovative gadgets. Tweets related to the following four forthcoming IS products were retrieved from 1st January 2020 to 30th September 2020: (1) Apple iPhone 12 (6,125 tweets), (2) Apple Watch 6 (553 tweets), (3) Samsung Galaxy Z Flip 2 (923 tweets), and (4) Samsung Galaxy Watch Active 3 (207 tweets). These 7,808 tweets were analysed using a combination of the Natural Language Processing Toolkit (NLTK) and sentiment analysis (SentiWordNet). The online community was quite vocal about topics such as design, camera and hardware specifications. For all the forthcoming gadgets, the proportion of positive tweets exceeded that of negative tweets. The most prevalent sentiment expressed in Apple-related tweets was neutral but in Samsung-related tweets was positive. Additionally, it was found that the proportion of tweets echoing negative sentiment was lower for Apple compared with Samsung. This paper is the earliest empirical work to examine the degree to which social media chatter can be used by project managers for IS development projects, specifically for the purpose of end-users’ expectation management.