Davide Taibi Michele Chinosi

Luigi Lavazza

User Generated Content as a vehicle of Online Word of Mouth

Word of Mouth(WOM) = The exchange of information between people (using verbal means), mainly consisting of opinions and recommendations

Expressed in the form of User Generated Contents

In particular, millions of messages discussing all sorts of topics are stored in forums, newsgroups, blogs, wikis, instant messengers and social networks

Online word of mouth can beconsidered as:

◦ A free information goldmine

◦ An effective way to spot emerging products and market trends

73% of users take into account Social media opinions and recommendations:

◦ Blogs◦ Forums◦ Newsgroups

Impossible to read everything

Keywords occurrences positive negative neutral

Drupal 25111 18134 4917 2060Joomla 24106 21290 2351 465PHPNuke 2080 921 1014 145

Number of opinion expressed

Source: www.technorati.com

Keywords occurrences positive negative neutral

Drupal 25111 18134 4917 2060Joomla 24106 21290 2351 465PHPNuke 2080 921 1014 145

Number of opinion expressed(normalized)

Source: www.technorati.com

Source: www.technorati.com

Social Network Analysis◦ Relationship analysis between people◦ Opinion Leaders individuation

Authority filter◦ Results filter by relevance

OpenBQR integration

THANKS.QUESTIONS?