Knowledge Graph Construction for Social Customer Advocacy in Online Customer Engagement

Abstract

The rise of online social networks has revolutionized the way businesses and consumers interact, creating new opportunities for customer word-of-mouth (WoM) and brand advocacy. Understanding and managing customer advocacy in the online realm has become crucial for businesses aiming to cultivate a positive brand image and engage with their target audience effectively. In this study, we propose a framework that leverages the pre-trained XLNet- (bi-directional long-short term memory) BiLSTM- conditional random field (CRF) architecture to construct a Knowledge Graph (KG) for social customer advocacy in online customer engagement (CE). The XLNet-BiLSTM-CRF model combines the strengths of XLNet, a powerful language representation model, with BiLSTM-CRF, a sequence labeling model commonly used in natural language processing tasks. This architecture effectively captures contextual information and sequential dependencies in CE data. The XLNet-BiLSTM-CRF model is evaluated against several baseline architectures, including variations of BERT integrated with other models, to compare their performance in identifying brand advocates and capturing CE dynamics. Additionally, an ablation study is conducted to analyze the contributions of different components in the model. The evaluation metrics, including accuracy, precision, recall, and F1 score, demonstrate that the XLNet-BiLSTM-CRF model outperforms the baseline architectures, indicating its superior ability to accurately identify brand advocates and label customer advocacy entities. The findings highlight the significance of leveraging pre-trained contextual embeddings, sequential modeling, and sequence labeling techniques in constructing effective models for constructing a KG for customer advocacy in online engagement. The proposed framework contributes to the understanding and management of customer advocacy by facilitating meaningful customer-brand interactions and fostering brand loyalty.