The Relationship between Expansion for the e-Vehicle Market and User Communications: The Nissan Leaf Perspective

Abstract

Purpose - This study identifies a big data analysis of online user comments from social media and describes product sales volume based on media richness theory (MRT) and media synchronicity theory. Design/Methodology/Approach - This study utilized online user comments for electronic vehicles like the Nissan Leaf. The data was used as clustering various sales topics for developing market strategy. Using Word2Vec and Dynamic Topic Modeling, we developed important topics related to Nissan’s market performance with social network analysis. Findings - We found online user responses affected vehicle sales performance with comments on social network sites. Also, dimensions for the communication process on social network services were different from user behaviors. Research Implications - We found online user comments strongly affected automobile industry sales. Thus, firms should consider the power of social network services in the expansion of market volume with conveyance and convergence processes centered around big data in advertisements.