2018/04/12 by Supriyo Mandal, Mandal, Supriyo, Abyayananda Maiti +1
Business, Management and Accounting · Social Sciences · #Consumer Retail Behavior Studies #Customer Service Quality and Loyalty #Digital Marketing and Social Media #FOS: Computer and information sciences #Social and Information Networks (cs.SI)
paper · pdf · doi:10.48550/arxiv.1804.04464
openalex publication_date 2018/04/12 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28
The conventional way of summarizing ratings or sentiment of reviews of\ncustomers on products of an online shopping brand are not sufficient to\nevaluate the financial health of that brand. It overlooks the social standing\nand influence of individual customers. In this paper, we have proposed a tool\nnamed as Review Network for measuring the influence of customers in online\nmerchandise sites like Amazon.com. Using this measured influence, we have\nproposed a method that evaluates loyalty of customers of a brand based on their\nratings and sentiments of their reviews collected from online merchandise\nsites. Review network of a brand is built from all the reviews of all the\nproducts from that brand where nodes are customers and an edge is created if a\ncustomer becomes a potential reader of a review written by another customer.\nThe centrality of a customer in that review network represents her influence.\nOur proposed method named as Social Promoter Score combines loyalty and\ncentrality of all customers of a brand. We have compared our method with a\nbaseline approach based on the concept of Net Promoter Score . We have applied\nSocial Promoter Score on Amazon.com review data set of some well-known brands.\nResults show that Social Promoter Score predicts financial health of a brand in\nterms of future sales much better than baseline method. We have noticed that in\ngeneral effects of Social Promoter Score reflect on the product sales in one to\nfive months.\n