University of Oulu

Olaleye, Sunday Adewale; Sanusi, Ismaila Temitayo; Salo, Jari, Sentiment analysis of social commerce : a harbinger of online reputation management, Int. J. of Electronic Business, 2018 Vol.14, No.2, pp.85–102.

Sentiment analysis of social commerce : a harbinger of online reputation management

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Author: Olaleye, Sunday Adewale1; Sanusi, Ismaila Temitayo2; Salo, Jari3
Organizations: 1Oulu Business School, Erkki Koiso-Kanttilan Katu, Oulu 90570, Finland
2University of Eastern Finland, Yliopistokatu 2, 80100 Joensuu, PL 111, 80101 Joensuu, Finland
3University of Helsinki, PL 27, Latokartanonkaari 5, Helsinki 00014, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.4 MB)
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Language: English
Published: Inderscience, 2018
Publish Date: 2018-09-28


Social media, a combination of socialisation and media is diffusing and impacting different business sectors and non-governmental organisation globally. Social media coalesce traditional print and electronic media, and it is advancing the marketing mix most especially the communication marketing mix. Online reputation management is an extension of public relations, a long-time practice of organisation image laundering through print and online media. This study argues that sentiment analysis of product or service evaluation is an antecedent of online reputation management. This study applies the hybrid technique to sort out social commerce customers’ reviews, appraise the quality of the extracted data and identify the opinion that transpired between online retailing merchants and online customers. The framework proposed in this study will serve as a foundation and precedent for an effective online reputation management and stands to improve customer service. This study offers some managerial implications and indicates future research.

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Series: International journal of electronic business
ISSN: 1470-6067
ISSN-E: 1741-5063
ISSN-L: 1470-6067
Volume: 14
Issue: 2
Pages: 85 - 102
DOI: 10.1504/IJEB.2018.094864
Type of Publication: A1 Journal article – refereed
Field of Science: 113 Computer and information sciences
Copyright information: Copyright © 2018 Inderscience Enterprises Ltd.