Work

Textual feature engineering for purchase intent and customer satisfaction: Insights from marketing 4.0 and sentiment

Year: 2024

Type: article

Abstract: This study examines how textual features in customer reviews influence consumer behavior metrics like Purchase Intention and Customer Satisfaction. By analyzing 329,658 Yelp reviews in the "Hotels & Travel" category, sentiment analysis categorized reviews as positive, neutral, or negative. Keywords related to Customer Satisfaction, Purchase Intention, and brand attributes were generated using ChatGPT and used to create binary features in the analysis. The results showed a strong positive correlation between sentiment and both Purchase Intention and Customer Satisfaction. Additionally, Brand Identity, Brand Image, and Customer Interaction positively impacted Purchase Intention, while Brand Integrity showed mixed effects on consumer behavior.

Source: Sustainable Futures

DOI: 10.1016/j.sftr.2024.100385

Author: Md Shamim Hossain

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,880

OpenAlex ID: W4404506010

FWCI: 6.502

Cites: 40

Cited by: 9

Related to: 10