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CEO’s Apology in Twitter: A Case Study of the Fake Beef Labeling Incident by E-Mart

  • Jaram Park
  • Hoh Kim
  • Meeyoung Cha
  • Jaeseung Jeong
Part of the Lecture Notes in Computer Science book series (LNCS, volume 6984)

Abstract

We present a preliminary study on how followers and non-followers of a popular CEO respond differently to a public apology by the CEO in Twitter. Sentiment analysis tool was used to measure the effect of the apology. We find that CEO’s apology had clear benefits in this case. As expected, it was more effective to followers than non-followers. However, followers showed a higher degree of change in both positive and negative sentiments. We also find that negative sentiments have stronger dynamics than positive sentiments, in terms of the degree of change. We provide insights on the potential for efficient crisis communication in online social media and we discuss future research agenda.

Keywords

Twitter Apology Corporate mistakes Sentiment analysis 

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References

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    BusinessWeek, CEOs Who Use Twitter (2009), http://tinyurl.com/ole6wv
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    Korean-Linguistic Inquiry and Word Count, http://k-liwc.ajou.ac.kr
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    The Korea Herald, Shinsegaes Chung Apologizes (2010), http://tinyurl.com/3s4ue5q
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    Lee, C.H., Sim, J.-M., Yoon, A.: The Review about the Development of Korean Linguistic Inquiry and Word Count. The Korean Journal of Cognitive Science 16(2), 32–121 (2005)Google Scholar
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    Tausczik, Y.R., Pennebaker, J.W.: The Psychological Meaning of Words: LIWC and Computerized Text Analysis Methods. Journal of Language and Social Psychology 29(1), 24–54 (2010)CrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Jaram Park
    • 1
  • Hoh Kim
    • 1
  • Meeyoung Cha
    • 1
  • Jaeseung Jeong
    • 1
  1. 1.Graduate School of Culture TechnologyKAISTKorea

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