Abstract
On the Development of PARA: A Text Analytic Method to Detect Textual Paralanguage in Social Media Data
Advances in Consumer Research, Vol.50, p.401
01/01/2022
Abstract
Luangrath, Xu, and Wang develops an algorithm (called PARA) to identify textual paralanguage, or nonverbal cues in text. PARA is validated using social media data from Twitter, YouTube, and Instagram. Automatically-detected textual paralanguage is an indicator of sentiment valence and intensity and improves prediction of consumer engagement relative to existing text tools. The sheer volume of text-rich data offers exciting opportunities for marketing managers; yet, the task of deciding what to consider in text is often overwhelming. There have been calls for analytical tools to aid researchers and practitioners in analyzing text-based content. The purpose of this work is to develop a comprehensive automatic text tool for nonverbal communication expressed in text-based messages: the textual paralanguage classifier (PARA).
Details
- Title: Subtitle
- On the Development of PARA: A Text Analytic Method to Detect Textual Paralanguage in Social Media Data
- Creators
- Andrea LuangrathYixiang XuTong Wang
- Resource Type
- Abstract
- Publication Details
- Advances in Consumer Research, Vol.50, p.401
- Publisher
- Association for Consumer Research
- ISSN
- 0098-9258
- Language
- English
- Date published
- 01/01/2022
- Academic Unit
- Marketing
- Record Identifier
- 9984554850702771
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