Ray, A.Bala, P.K.Rana, Nripendra P.2021-02-142021-02-152021-02-142021-02-152021-05Ray 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.RMSID:212611319http://hdl.handle.net/10454/18339YesThis 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© 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/)Brand attitudeOnline user-generated contentOnline travel agency servicesQualitative aspectsTextual dataArticlehttps://doi.org/10.1016/j.jbusres.2021.02.0282021-02-14