Abstract
Consumer reviews on the web have rapidly become an important information source through which consumers can share their experiences and opinions about products and services. It is a form of text-based communication that provides new possibilities and opens vast perspectives in terms of marketing. Reading consumer reviews gives marketers an opportunity to eavesdrop on their own consumers. This paper examines consumer reviews of three different competitive automobile brands and analyzes the advantages and disadvantages of each vehicle using text mining and association rule methods. The data were collected from an online resource for automotive information, Edmunds.com, with a scraping tool “ParseHub” and then processed in R software for statistical computing and graphics. The paper provides detailed insights into the superior and problematic sides of each brand and into consumers’ perceptions of automobiles and highlights differences between satisfied and unsatisfied groups regarding the best and worst features of the brands.
Highlights
The rapid spread of the Internet has provided humanity with a new way to obtain information
We can assume that the biggest strength of the Hyundai Elantra car is its design
The biggest disadvantage for Ford was found to be transmission. This was supported by the high frequency of the word “transmission” and other frequent yet negative words, such as “issue,” “fix,” “manual,” “problem,” and “shift.” Another important disadvantage relates to technology, a problem with the controls on the steering wheel
Summary
The rapid spread of the Internet has provided humanity with a new way to obtain information It has become the biggest source of information, with people conducting ever more searches on the Web. Alongside this, social media, another part of the Internet domain, has captured the attention of netizens. These, along with other types of social media, provide a platform for consumers to share their experiences and opinions about the products they purchase and use, thereby providing other consumers with information about the pros and cons of these products. Such communication is known as electronic word-of-mouth and has opened up new horizons in marketing. Companies and marketers get to know their customers and obtain a better understanding of marketing opportunities, the competitive landscape, the market structure, and the features of their own and competitors’ products that customers discuss
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