Digging for gold with a simple tool: Validating text mining in studying electronic word-of-mouth (eWOM) communication

Text-based electronic word-of-mouth (eWOM) communication has increasingly become an important channel for consumers to exchange information about products and services. How to effectively utilize the enormous amount of text information poses a great challenge to marketing researchers and practitioners. This study takes an initial step to investigate the validities and usefulness of text mining, a promising approach in generating valuable...