• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Olesia Nikulina
Impact of eWoM (Electronic Word of Mouth) on Consumer Purchasing Decisions in the International Airline Industry
World Economy
(Bachelor’s programme)
9
2018
The growing competition in the international airline industry justifies the importance of extensive marketing communications for attracting consumers' attention. One of the promising methods in marketing research is a sentiment analysis (opinion mining). This study aims to reveal how opinion mining of Twitter data may enrich airline companies' marketing analytics.

To research the topic, R programming language was used to extract and clean unstructured data from Twitter and conduct sentiment analysis. Event study enabled to identify dates when sentimen shifts occured and find what caused them. Then, these trigger events were classified and a final conclusion on what most affects a choice of air travelers was made.

This enabled to develop an algorithm for evaluating Twitter-expressed opinions of airlines' customers. It is expected that this method will be of use for marketing departments of airline companies, consumers, and marketing researchers.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses