Table of Contents
Sustainability, Volume 11, Issue 6 (March-2 2019)
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Cover Story (view full-size image) Consumer reviews on the web have rapidly become an important information source through which [...] Read more. 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. By reading consumer reviews, companies and marketers get to know their customers and thus 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. This paper examines consumer reviews of three different competitive automobile brands using text mining and association rule methods. This 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. View this paper